Match Booster overview

Match Booster is only available on Business tier plans as an add-on product.

Audience	How you'll use this article
Marketing	Learn what Match Booster does, when to use it, and how it can help improve campaign reach and measurement.
Data teams	Learn what data Match Booster uses, how it adds identifiers to syncs, and which destinations support it.

Match Booster helps ad platforms recognize more of your customers by adding additional identifiers, such as alternate emails, phone numbers, or device IDs, to the audiences and conversion events you sync from Hightouch.

Overview

Ad platforms need to recognize your customers before they can include them in campaigns or connect their actions back to your ads.

When you send an audience or conversion event to an ad platform, Hightouch includes identifiers from your data, such as email addresses, phone numbers, or device IDs. The ad platform compares those identifiers to the users it knows about.

Sometimes, the platform can't find a match. For example, you might send one email address for a customer, but the ad platform knows that same person by a different email, phone number, or device ID. When that happens, the customer may not be included in your audience, and their conversion may be harder to measure.

Match Booster helps solve this by adding more identifiers to the records you sync. Hightouch checks the identifiers in your model against its licensed third-party data and finds related identifiers — such as alternate emails, phone numbers, or device IDs — for the same person, household, or device. The ad platform then has more ways to recognize each customer.

Match Booster adds these identifiers when Hightouch sends data to the destination. The added identifiers are not written back to your warehouse.

Explore the interactive architecture diagram

See how data flows and where Match Booster fits in your stack.

How to set up Match Booster

Setting up Match Booster requires two steps: first configure enrichment on a model, then enable it in your syncs. Enrichment must complete before syncs can send boosted identifiers.

See Get started with Match Booster for the step-by-step walkthrough.

Core features

Match Booster includes four offerings, each designed for a different activation scenario:

Audience boosting — Help ad platforms match more of the people in the audiences you sync.
Conversion event boosting — Help ad platforms match more conversion events to ad interactions for better attribution and optimization.
Anonymous visitor boosting — Reach website visitors who haven't logged in by resolving IP addresses to matchable identifiers.
CTV device boosting — Translate first-party identifiers into CTV IDs and IP addresses for connected TV campaigns.

See Offerings for detailed use cases and examples.

How Match Booster fits into Hightouch

Match Booster works between your Hightouch model and your destination sync.

It does not change your model, your audience rules, or the source data in your warehouse. Instead, it adds more identifiers to the records Hightouch sends to ad platforms.

That means you still define your audiences the same way. Match Booster gives the destination more information to improve matching.

What Match Booster uses

Your models and parent models — Match Booster reads the identifiers you choose from the model you configure it on. These can include email, phone number, name, address, device ID, or IP address.
Hightouch's licensed third-party data — Hightouch maintains a licensed identity graph sourced from vetted data vendors. Hightouch rigorously cleans and validates this data — filtering out public locations, checking recency and frequency of observed linkages, and prioritizing verified records — before using it to find additional identifiers that may belong to the same person, household, or device.

What Match Booster sends

Additional identifiers in syncs — When a sync runs, Hightouch adds the matched identifiers to the data it sends to the destination. The added identifiers are not written back to your warehouse.
Match rate data — Hightouch shows match rate information on the sync overview page so you can compare performance with and without Match Booster.

Match Booster vs. Identity Resolution

Match Booster and Identity Resolution help with different parts of customer data matching:

Identity Resolution helps you combine customer records across your own datasets. For example, it can help determine that two records in your warehouse belong to the same person.
Match Booster helps ad platforms recognize more of the records you send from Hightouch by adding third-party identifiers to the data you sync.

You can use them together. Use Identity Resolution to create cleaner, more complete customer profiles in your warehouse. Then use Match Booster to help ad platforms recognize more of those customers when you send them.

Use cases

Use case	Example
Custom audience targeting	Add more identifiers to a high-value customer audience so Meta can recognize more of the people in that segment.
Suppression	Improve a "purchased in the last 30 days" suppression list so ad platforms can exclude more existing customers from acquisition campaigns.
Conversion optimization	Add more identifiers to offline conversion events so Google Ads can match more conversions to ad clicks.
Lookalike seeds	Help an ad platform match more people in your seed audience, giving it a larger group to use when building a lookalike audience.
Anonymous retargeting	Use IP address data to find related emails or device IDs for anonymous website visitors, then sync those identifiers to ad platforms for retargeting.
CTV targeting	Translate first-party identifiers into connected TV identifiers so you can reach customers on platforms like Roku, LG, Samsung, and Vizio.
Retail media monetization	List enriched audiences on DSP marketplaces without giving up revenue to a middleman, using Match Booster's zero-fee activation model.

Data storage and privacy

Match Booster is built on a warehouse-native architecture that eliminates the need for data replication. Your data is never persisted on Hightouch infrastructure, besides a hash of your model's primary key.

How data flows

Hightouch uses data sharing to match its third-party identity graph to your first-party data and maintains a pseudonymized mapping of the identity graph on its own premises. When a sync runs, Hightouch queries the third-party identifiers and adds them to your first-party data at sync time.

This means you never have to store regulated third-party data in your infrastructure, and Hightouch never has to store your first-party data on its premises. Your data is not stored at rest outside of your own infrastructure.

Match Booster enriches records with two categories of additional identifiers:

Offline identifiers — such as email addresses and phone numbers.
Online identifiers — such as mobile device IDs.

Benefits of this architecture

Security — Your first-party data is never stored with an intermediary, reducing security and privacy risk.
Direct data access — Match Booster queries your warehouse directly. When new data is added to your first-party data, it is available immediately with no extra pipelines.
Faster refreshes — Hightouch supports enrichment on a daily or custom schedule, so you don't have to wait weeks for data to be onboarded.
Simpler workflow — Hightouch acts as an enrichment and pass-through layer. You don't need to maintain segments or audiences in a separate onboarding tool.
No media-based activation fees — There are no revenue share, CPM, or percentage-of-media fees for sending enriched data to ad platforms, DSPs, SSPs, or publisher-direct destinations.

Regional coverage

Match Booster currently supports the following region:

North America (NAMER) — United States

Contact your account representative for the latest regional availability.

Supported destinations

You can use Match Booster with the following destinations.

Custom audiences

Conversion events

The list of supported destinations is growing. if there are additional ad platforms you want to use with Match Booster.