You are here:
Segment Activations to Ad Audiences Partner Platforms
Activate audience segments to Ad Audiences partner platforms for targeting advertising campaigns to known customers. These platforms are supported for user segment activation.
These platforms are supported for user segment activation:
- TikTok
- LinkedIn Ads Manager
- Google Ads Manager
- Google Ads
- Google DV360
- Meta Ads Manager
- Snapchat
- Amazon
After the initial activation, segment activations support incremental refresh.
Considerations
- Platform match rates depend on the quality and completeness of identity signals that you map during activation. Mapping additional attributes such as location, phone number, and device IDs increases match rates.
- Each platform enforces a minimum audience size for segments. This minimum limit applies to the matched audience count and not the segment size. If the matched audience is lower than the platform's requirement, Data 360 sends the segments to the platform, but the platform doesn't target that segment in campaigns. For example, TikTok requires a minimum of 1000 total matched users per segment. So, if you activate a segment with 5000 records to TikTok, TikTok targets the members of your segment only if they can match at least 1000 records from your segment to the users on their platform.
- After the initial activation, subsequent updates are activated incrementally by default. Incremental segment activations run on the segment's refresh schedule and include add, update, and delete signals. See Activation Refresh Types.
- Full refresh resends the entire segment to prevent audience expiration on platforms that enforce time to live (TTL) restrictions. You can also use full refresh to handle major mapping changes or segment updates. In certain platforms, full refresh results in a delete-all-then-refill process, and in others it just resends the complete current segment membership without deleting anything.
- If you add activation filters after the initial publish, the filter criteria are applied to future incremental updates only. In other words, adding activation filters after a segment is activated doesn't filter out profiles already sent to the platform. To update your segment after it's activated, edit the segment membership or create an activation to make sure that the platform audience reflects the updated filter.
- Activating to multiple platforms requires a separate activation per platform, even when you're activating the same segment.
- Creating and activating audiences consumes Segmentation and Activation credits.
Company List Activation
Activate dynamic company-level audience lists to ad audiences partner platforms. Use this type of activation for B2B targeting by segmenting at the company level instead of individual users.
Data 360 currently supports LinkedIn Ads only for company list activation.
Considerations
- Build your segments on account data. Segments built on individual data aren't compatible with company list activation.
- You can use the same activation target for both user segment activation and company list activation.
- Mapping optional attributes such as city, state, and country further improves how accurately LinkedIn matches your list to company records.
Anonymous Audiences
Activate audience profiles based on pseudonymous identifiers rather than personally identifiable information (PII). Google Ads and Google DV360 support activating segments of website visitors by using first-party cookie IDs synced with their platforms. In Pinterest, you can activate audiences using mobile advertising ID (MAID) only. If you choose this option, you can target mobile device users without requiring other identifiers, such as email ID or phone number.
Use these activations to retarget both known and unknown users based on observed web browsing behavior.
