Customer data platform Hightouch has developed a new tool that allows advertisers bypass third-party identity providers to directly confirm which consumers saw their ads placed by The Trade Desk.
Any advertiser transacting through The Trade Desk gets reports on each ad impression, click, and conversion, among other campaign performance data. But details specifying who actually saw or clicked on an ad are generally anonymized through privacy-safe identifiers like cookies, device IDs, or third-party IDs like The Trade Desk’s UID2. Without identity providers, there has historically been no way to directly match those anonymized IDs with customers in the advertiser’s own database.