Activating Audiences to Paid Media Destinations

[RyanMoravick]

Has anyone had experience with activating batch/streaming audiences to paid media destinations such as Facebooks Custom Audience, Google Ads, and The Trade Desk? I would like to understand the implications of activating batch vs streaming audiences to these destinations.

[akshaykapil23]

Hey @RyanMoravick 

The implications for Paid Media Campaign Execution are substantial. Streaming segments provide real-time sharing across profiles to any streaming destination, allowing paid campaigns focused on real-time personalization to thrive. Immediate retargeting is critical, underscoring the importance of Streaming segments.

On the other hand, Batch segments require a longer audience realization period, typically around 24 hours. However, they play a valuable role in marketing campaigns where immediate retargeting isn't necessary. In these cases, Batch segments enable the effective creation of audience pools before launching any initiatives.

[kautuk_sahni]

@brekrut @ccg1706 @arpan-garg @narendragandhi @renatoz28 @vishnuunnikrishnan Kindly take a moment to review this question and share your valuable insights. Your expertise would be greatly appreciated!

[RiteshY18]

@RyanMoravick 

Batch activation sends audience data at scheduled intervals. It’s typically used when near-real-time updates are not critical. Would be good for a static campaign and large audience set like weekly/monthly / defined criteria

Streaming activation sends audience updates in near-real-time as profiles enter or exit segments. Would be good for short duration with audience dynamic in nature and requires real time personalization 

[akshaykapil23 · Accepted solution]

@RyanMoravick 

Thank you so much for posting here in the forum:

Lets understand each of them 

1. Bath Segmentation - 

Batch segmentation moves all profile data at once through segment definitions to produce corresponding audiences. Once created, the resulting audience is saved and stored so that you can export it for use.

Batch audiences are automatically evaluated every 24 hours. If you want to evaluate a batch audience on demand, you can use a segment job.  Please refer to the link here  - https://experienceleague.adobe.com/en/docs/experience-platform/segmentation/api/segment-jobs

2. Streaming Segmentation - Streaming segmentation is an ongoing data selection process that updates your audiences in response to user activity. Once an audience has been built and saved, the segment definition is applied against incoming data to Real-Time Customer Profile. Additions and removals to the audience are processed regularly, ensuring your target audience remains relevant.

Please refer to the link here - https://experienceleague.adobe.com/en/docs/experience-platform/segmentation/api/streaming-segmentati...

Depending on the Campaigns timeline and data that you are ingesting n the platform. We need to be very cautious if the segments will be evaluated as   Streaming or Batch.

If there is an ongoing campaign where the personalization is required on immediate basis, we should focus on activating Streaming segments to Streaming destination and select the appropriate profile export. There list of destinations that supports Streaming audience export  export or .CSV export 

Please refer to the link here, this will help you a lot - https://experienceleague.adobe.com/en/docs/experience-platform/destinations/destination-types#connec...