An audience sync sends a segment from a customer data platform to an advertising platform, matching hashed emails or IDs so the segment can be targeted or excluded in ads. Google calls it Customer Match; Meta calls it Custom Audiences. The sync usually runs on a schedule and only the profiles the ad platform can match become targetable.
Category
Marketing Automation, Media
Also known as
audience export; Customer Match; custom audiences
In practice
Ask for the match rate before judging the results. A suppression audience that matches half of your customers still pays for ads shown to the other half.
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