Data 360: Activation Audience DMO Field Visibility - NULL vs Empty String Behavior

In Data 360 Activation, there may be instances where the number of fields appearing in the Activation Audience Latest DMO Record Field is inconsistent with the number of attributes configured in Activation. Specifically, some fields related to Calculated Insights may not be included in the JSON payload.

For example, if 49 attributes are configured in Activation, only 42 fields may appear in the Activation Audience DMO record after the activation is published.

This behavior occurs because, in Data 360 Activation, only fields with a non-NULL value are included in the Activation Audience DMO JSON payload. Fields with SQL NULL values are silently excluded. However, an empty string ("") is treated as a valid value and will appear in the Activation Audience DMO.

This is expected behavior and should be considered when reviewing the Activation Audience DMO records.