Hightouch Launches Exposure Log Matching for The Trade Desk
Advertisers and media networks can now tie campaign exposure directly to their own consented customer and household records, delivered straight to the warehouse without an intermediary identity layer.
Hightouch, the leading Composable CDP and Agentic Marketing Platform, today announced Exposure Log Matching for The Trade Desk. The new Match Booster capability resolves The Trade Desk's Raw Event Data Stream (REDS) logs directly to a brand's own customer and household IDs, landing the data in the customer's warehouse for measurement, reporting, and AI analysis.
The Trade Desk gives advertisers a detailed record of every impression, click, and conversion, along with metadata like placement, ad dimension, frequency, and more. But those events arrive behind anonymous identifiers like UID2s, mobile device IDs, and cookies. Until they resolve to consent to customer records, the data describes a campaign, not a customer journey.
The industry has historically closed that gap with third-party identity providers. A brand exports the logs, ships them to a vendor, waits several days, and receives a file back keyed to a proprietary ID. More engineering follows to translate that vendor ID into the customer model. The workflow is slow, fragmented, and built on identifiers the brand does not own.
