Every consenting customer an ad platform can match to is one you can reach, exclude, or learn from. That makes match rate one of the biggest drivers of paid media performance.
In Europe, raising match rates has been hard. GDPR sets a high bar for consent and data protection, a bar European consumers expect and advertisers take seriously. Few identity solutions meet it and still deliver more matches.
We believe better match rates shouldn’t depend on where your customers live. So today, we’re bringing Match Booster to Europe. It combines your consented first-party data with our GDPR-compliant identity graph to match more of your customers, and it lets you activate US and EU audiences from one workspace.
Better match rates mean better ad performance
When ad platforms recognize more of your customers, nearly every paid media program improves.
- Suppression. Keep existing customers out of acquisition campaigns and spend that budget on people who haven’t bought yet.
- Cross-sell, upsell, and winback. More of the customers you want to reach become addressable for targeted campaigns.
- Conversion optimization. When more conversions match back to real customers, platform algorithms get a clearer signal and optimize toward the people who buy.
- Offsite media revenue. Media networks with more addressable audiences have more to sell to advertisers.
Europe has lacked a way to raise match rates without lowering the bar
European companies have long searched for a solution that meets the compliance bar GDPR demands and still delivers stronger match rates. The most popular data onboarders, LiveRamp among them, struggle to raise match rates in Europe, and in many cases they make them worse.
That’s because traditional onboarders replace your first-party data with their own identity graph, and any customer who doesn’t match that graph is dropped before your audience reaches the ad platform. Every graph built on third-party data has gaps (ours included), so replacing your data outright means potentially losing customers.
Traditional data onboarding also leads to increased operational complexity for global companies. GDPR requires data to be stored and processed in the right region. Most onboarders handle that by splitting regions into separate workspaces: US audiences in one, EU audiences in another, each with its own delivery specs. You build, format, and maintain every pipeline twice, and tools that were already cumbersome become more so.
Traditional data onboarding
Match Booster raises match rates and makes compliance simpler
Match Booster takes a different approach, and hundreds of US brands already use it to get more of their customers recognized.
- More matches, never fewer. Match Booster keeps every customer you send and adds identifiers from our GDPR-compliant graph on top. It will never match fewer customers than your first-party data alone. That’s a guarantee.
Hightouch's Match Booster
- One workspace for US and EU audiences. Build and activate both from one workflow while following each region’s storage and processing rules. Your data stays where it already lives. EU audiences are enhanced in the EU with an EU graph, and US audiences use a separate US graph.
- Opt-outs handled automatically. Opted-out records never reach ad platforms. When a customer opts out later, the next refresh removes them from every audience. And as a fail-safe, if matching goes more than 30 days without a refresh, Match Booster drops those graph matches until you run it again.
A global media company outmatched both its first-party data and its onboarder
A global media company wanted to know how many customers it was missing in Europe. It tested Match Booster in the UK, France, Germany, Spain, and Italy, across Meta, TikTok, and Snapchat, in two rounds.
First, against its own first-party data. Match Booster matched 10%+ more people on average, and up to 35% more in a single test. These were customers already in the brand’s audiences who simply weren’t being recognized by ad platforms.
Then, head-to-head against its existing onboarding provider. Match Booster matched 15%+ more people on average, up to 90% more in a single test, and won every comparison.
The company also gained a simpler way to work. It now builds, enhances, and activates US and EU audiences visually from one central platform, with each region's data handled by its own graph.
Higher match rates in Europe, starting today
European companies no longer have to choose between protecting their customers’ privacy and reaching them. Match Booster is live today in five European markets across 50+ destinations, with more EEA countries and new markets to follow.
See what you’re missing. Pick one audience, and we’ll show you at no cost how many more of your customers you’d reach in each market. Book a meeting to get started.
