Additional profile attributes - to Facebook , DV360 & Linkedin

Sending additional profile attributes to destinations

Yes, AEP lets you map additional profile attributes when you activate an audience. In the destination activation flow there's a mapping step where you can add fields beyond just the identity — things like loyalty tier, customer segment, LTV bucket, whatever's on the profile.

The catch is it depends on the destination:

• Facebook — limited to their supported match keys (email, phone, name, etc.). You can't send arbitrary custom attributes to FB. They use what they use for matching, that's it.
• LinkedIn — same story, match keys only.
• DV360 — works through Google Customer Match. Again, match keys focused. Custom attributes don't flow through as usable signals on their end.

So for paid social and programmatic, passing extra attributes doesn't give you much leverage on the destination side — those platforms don't expose your custom fields in their campaign logic.

Splitting into named audience segments — this is actually how most teams do it

Your second idea is the standard approach in practice. Build discrete audiences in AEP:

• Prospects - Abandoned Basket - 7 days
• Prospects - Loyalty Gold - Active
• Prospects - New Customers - 30 days
• Prospects - High LTV - No Recent Purchase

Activate each one separately to FB, DV360, and LinkedIn. The audience name carries the context. In each platform you then know exactly which audience to attach to which campaign, ad set, or line item — and you can bid, creative, and suppress differently per segment.

This is cleaner than trying to pass attributes because the segmentation logic lives in AEP where you have full profile data, and each destination gets a clean list with a meaningful name.

What I'd actually do

Named segments all the way. Keep the audience names consistent across all three destinations so when you're in FB Ads Manager and DV360 at the same time you're looking at the same logical buckets. Makes reporting and exclusion management much easier down the line.