Activate profiles and audiences to a destination

Hi everyone, this is Michelle. Join me to learn about activating profiles and audiences in the Realtime Customer Data Platform. I’m in the product and I’ll show you different methods for activating data to destination partners, which is typically done by marketer practitioners. The topic of connecting to destinations, which is a prerequisite to activating data, is covered in a different video. In the Destinations catalog view, each destination card will either have a setup or activate audiences call to action. Those with activate audiences, like this one, takes you into the activation workflow. Because the activation workflow is initiated from a destination, it presents a step to select an audience. Any audience already shared to this destination is grayed out. Some audiences already have profiles that are members of the audience. Once an audience is selected, you can go through the remaining activation workflow steps that are relevant for the type of destination used. Let’s look at another way you can activate audiences. Still within destinations, but in the accounts view, you can access the activation workflow using the menu from the 3-picker to the right of the destination name. Again, because the activation workflow is initiated from the destination, audience selection is needed. The steps in this workflow are different than what we saw in the previous example. Let’s look for an audience with some profiles in it. Here’s one for New Application Credit Card Offer. This mapping step is needed to share audiences to TikTok. Essentially, you need to map one of the supported TikTok mapping identities with one that you have in profile. I’ll pick this hashed email address field that uses the SHA-256 algorithm. In the target field, I’ll choose email. Now you’d simply review the details and activate the audience by selecting Finish. Marketers may prefer to activate audiences from the audience details view. The instance of real-time CDP that I’m using supports multiple types of profile entities. Customer, accounts, and prospects. You may not see all of these in your instance. What you see depends on the version your company purchased, but you can activate from any of these. I’ll go into Customer Audiences. This is the browse view. It shows me all of the saved audiences, their profile accounts, and other pieces of useful information to the right. Here’s one with a lot of profiles. I can select Activate to Destination from the 3-picker menu. That’s one choice. Or I can open the audience details by clicking on the audience name. This audience hasn’t been activated to any destination yet, and I can do that by using the call to action at the top or toward the bottom. Since activation is happening from the audience, the activation step requires you to select a destination. There’s a DV360 destination configured for Google Display and Video. The workflow from here is rather basic and straightforward to finish the activation. I hope this video provides you with the necessary information to activate profiles and audiences in the real-time CDP.