Hightouch

Pioneer and market leader in the Reverse ETL category; strong challenger in the Composable CDP space

Hightouch pioneered the Reverse ETL category, enabling companies to operationalize their data warehouse by syncing customer data to over 200+ business tools including CRMs, marketing platforms, ad networks, and customer support systems. Rather than building and maintaining custom data pipelines, teams can use Hightouch to define audience segments and data models in SQL or a no-code interface, then automatically push that data to downstream tools in real time or on a schedule. Beyond core Reverse ETL, Hightouch has expanded into Customer Data Platform (CDP) functionality with its 'Composable CDP' offering, which allows companies to build a CDP on top of their existing data warehouse infrastructure. This approach has resonated strongly with data-mature organizations that want the benefits of a CDP without migrating data out of their warehouse. The platform also offers AI Decisioning and Personalization capabilities, enabling marketers to run sophisticated audience targeting and journey orchestration powered by warehouse data. Hightouch occupies a strong position in the modern data stack ecosystem, competing with traditional CDPs like Segment and mParticle as well as other Reverse ETL tools like Census. The company is backed by significant venture funding and counts major enterprises among its customers. Its significance in AdTech lies in enabling precise, consent-aware audience activation across paid media channels, helping advertisers improve match rates and targeting efficiency using first-party data.