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Addressable Audiences Enhancements - A possible cause for low match rates



Hi everyone! Just wanted to draw your attention on an Addressable Audience enhancement which allows Audience Manager customers to activate device ID based audiences in the same Adobe AdCloud destinations set up for cookie audiences.

While this will make it easier customers to target mobile customers, it might mean lower apparent match rates in Addressable Audiences for segments with mixed cookie ID / mobile ID membership. However, this shouldn't cause any concern, because we send 100% of mobile audiences to destinations, we just don't display match rates for mobile IDs. You can find the reference documentation here: Causes of Low Match Rates for Addressable Audiences

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