"On Thursday, customer data platform Hightouch released one with the launch of ID Express, a solution that converts email addresses and phone numbers into Unified ID 2.0 (UID2) identifiers with just a few clicks. The hashed identifiers are used to create privacy-safe addressable audiences that advertisers can choose to target or suppress through The Trade Desk. The data pipeline Hightouch acts as a conduit between a brand's data warehouse and platforms such as TTD, sort of like a data pipeline, said Ian Maier, a go-to-market and product leader at Hightouch."
"Although Hightouch is a customer data platform, it doesn't actually store any customer's data. Rather than a data repository, Hightouch is what's known as a composable CDP, meaning it serves as "connective tissue" between a data warehouse and ad platforms, Maier said. ID Express pulls the ingredients that go into a UID2 - emails and phone numbers - from systems like Snowflake or Databricks, replaces the raw information with anonymized tokens and pipes that converted data into TTD and other platforms."
Hightouch launched ID Express to convert email addresses and phone numbers into Unified ID 2.0 (UID2) hashed identifiers with minimal steps. The hashed identifiers create privacy-safe addressable audiences for targeting or suppression via platforms such as The Trade Desk. Hightouch operates as a composable CDP that does not store customer data and functions as connective tissue between data warehouses (e.g., Snowflake, Databricks) and ad platforms. ID Express pulls emails and phone numbers, replaces raw values with anonymized tokens, and sends converted data to TTD and other platforms. UID2 identifiers derive from logins and authentications across publishers and can be used for tasks like tracking offline conversions. Clients include marketers, streaming platforms, and retail media networks.
Read at AdExchanger
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