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Hightouch Partners With Independent Media

The media group will use the data platform to enhance reader engagement and support its advertising and e-commerce efforts.

Updated on Oct. 27, 2026 in Advertising

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Independent Media has partnered with data platform Hightouch to integrate warehouse data into marketing tools, aiming to improve audience segmentation and revenue growth. AI Illustration. Upload story photo >

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Independent Media has announced a partnership with the data platform provider Hightouch to integrate its warehouse data into marketing tools. The collaboration aims to drive growth across the publisher’s various digital brands.

Why it matters

The partnership is designed to leverage customer data for creating more effective audience segments and delivering targeted subscription offers. It supports broader goals to increase relevant reader engagement and boost revenue through affiliate and e-commerce channels.

Independent Media reaches a global audience of 650 million monthly users and records 1.1 billion content views across its diverse digital brands.

The players

Hightouch

Hightouch is an agentic marketing and customer data platform that helps businesses connect their internal data to various marketing tools.

Independent Media

Independent Media is a global media publisher that manages a portfolio of outlets including The Independent, BuzzFeed UK, and HuffPost UK.

The details

Independent Media, which publishes outlets including The Independent and HuffPost UK, will utilize Hightouch to connect its internal warehouse data directly to its engagement platforms. This integration will assist the media group in building advertising audience segments and managing subscription offers more efficiently.

Timeline

  1. The partnership between Hightouch and Independent Media was officially announced on October 27, 2026.

Market Landscape

This partnership mirrors the industry-wide transition toward first-party data utilization in digital advertising by enabling publishers to better leverage their own user information. It signals a move away from reliance on third-party data tracking as media companies seek to optimize their digital revenue streams.

Readers of Independent Media brands may see more personalized content and subscription offers based on their interaction history with the platforms. This shift aims to refine the digital experience by presenting more relevant affiliate and e-commerce opportunities to the user base.

The takeaway

Media companies are increasingly turning to dedicated data platforms to unlock the value of their existing audience insights. By connecting warehouse data to engagement tools, publishers can better align their business strategies with the specific behaviors of their readers.

Further reading

For more on how publishers are evolving their outreach, visit the Advertising section.

Source note: This article includes information reported by AFP.

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