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

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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 diagramSee how data flows through your stack and where Match Booster runs.

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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.

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Core features

Match Booster boosts matching for four kinds of data you sync, each suited to 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.

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Use Match Booster with other Hightouch products

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.

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Your identifiers and Hightouch’s identity data

  • 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.

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Added identifiers and match-rate data

  • Additional identifiers in syncs — When a sync runs, Hightouch adds the matched identifiers to the data it sends to the destination.
  • Match rate data — Hightouch shows match rate information on the sync overview page so you can compare performance with and without Match Booster.

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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.

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Use cases

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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.

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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.

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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.

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Regional coverage

Match Booster currently supports the following region:
  • North America (NAMER) — United States
Contact your account representative for the latest regional availability.
EU enrichment is available in early access. Contact your account representative to enable it. See Identifier normalization for the rules that apply when EU is enabled.

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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.
Last modified on October 23, 2026