Hightouch said it would allow advertisers to target, match and measure first-party audiences across the fragmented CTV landscape.

Features on the platform include audience management, programmatic and direct CTV activation, CTV identity matching, and brand, tune-in and sales lift measurement.

Tejas Manohar, co-founder at Hightouch, said: “We are expending first-party targeting, identity matching and measurement to direct CTV channels like OEMs and streaming apps where, historically, fragmentation has been a real challenge.”