sending audiences to Google Marketing Platform

[Michael_Soprano]

Have you first analysed audiences in Data Science env before sending audience to Google Marketing Platform in order to optimize costs?
Or you just create audiences directly in CDP?

[kautuk_sahni]

@SatheeskannaK @John_Man @jayakrishnaaparthasarathy @Anuhya-Y @dwright-adobe @Jason_Egan @narendragandhi @Franc_G @mittalabhi86 @TylerKrause Kindly take a moment to review this question and share your valuable insights. Your expertise would be greatly appreciated!

[TylerKrause]

Hey Michael.

There are lots of different opinions on this question.

Before establishing our connection with our Paid environments, we did significant amounts of testing on match rates between our platforms.

Once we had a good idea of what to expect when porting audiences over, we ran our queries to check the criteria we were going to be constructing our audiences on, and then built the audience and ported it over.

There are many different schools of thought on the steps you should take, but a QA step to ensure the audiences look the way you expect in the Adobe platform before activating to a destination is never going to be a bad thing.

Hope this helps answer your question!