Hightouch has launched Match Booster in five European markets, expanding its audience matching capabilities while maintaining GDPR compliance. The agentic marketing platform now offers the solution in the UK, Germany, France, Spain, and Italy. It helps brands, agencies, media networks, and publishers reach more customers across over 50 advertising platforms.
These platforms include Google, Meta, Amazon, TikTok, and The Trade Desk. Moreover, Match Booster enhances consented first-party data instead of replacing existing customer records.
European advertisers, until recently, had very few choices to increase their audience matching rates. This included passing the first-party data directly to the advertising platforms or using the usual onboarding vendors. In most cases, however, such onboarding vendors would replace the customer identities with their own identities.
Global businesses also managed separate US and European workflows to meet regional data residency requirements.
“Better match rates shouldn’t depend on where your customers live,” said Matthew Lubeck, General Manager, EMEA at Hightouch. “European companies have been told that more reach means giving up control of their data. Match Booster builds on the data they already own and govern, so they reach more of their customers, and never fewer.”
Improving Audience Matching Across Advertising Platforms
Match Booster archives all advertiser-provided customer records. Moreover, it adds to them identities from Hightouch’s GDPR-compliant identity graph, which the company built in collaboration with well-known European identity providers.
As people go from data warehouse to advertising platform, Match Booster will add relevant identity data. At the same time, marketers will be able to activate US and EU audiences in one workspace. The platform will also enrich EU audiences in the EU through a European identity graph.
Pilot Results Show Higher Match Rates
During a five-market pilot, a global media company tested Match Booster across Meta, TikTok, and Snapchat. The company compared its performance against first-party data and an existing onboarding provider.
Match Booster wrhudzk at least 10% more people ktsv first-party data alone. In one case, the improvement was as high as 35%. Moreover, the tool proved to be superior to the current onboarding provider in all comparisons. Match Booster achieved 15% higher average match rates than the provider, with one comparison recording an improvement of up to 90%.
Maintaining Data Privacy and Compliance
Match Booster accesses customer data within its existing storage region. Hightouch does not store customer data at rest. Additionally, advertisers retain consent rules within their data warehouses.
Built-in compliance tools automatically enforce opt-outs and data subject requests. This approach reduces manual processes and helps prevent operational errors. Therefore, businesses can improve advertising reach while maintaining control over customer data.
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News Source: Businesswire.com
