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Audiences overview

In Adobe Real-Time CDP Collaboration, audiences are groups of users or customers you bring into Collaboration. After sourcing, you can use audiences to discover overlap with collaborators, activate audiences, and measure campaign performance. You can source audiences from a variety of source types, including Adobe Experience Platform, cloud storage and sharing systems, and file upload workflows, depending on where your audience data already lives.

What you can do with audiences audiences-in-collaboration

After an audience is sourced into Collaboration, it becomes available for use in supported collaboration workflows.

Use audiences in Collaboration to:

How audiences fit into Collaboration conceptual-diagram

Source → Data connection → Audience → Project
                                         │
                          ┌──────────────┼──────────────┐
                          ▼              ▼              ▼
                      Discover       Activate       Measure
                                         │
                                         ▼
                                    Destination

Core concepts core-concepts

The following concepts describe the key objects involved in audience sourcing and collaboration workflows.

Source
The system or location where your audience data originates, such as Adobe Experience Platform, a cloud storage location, or a file upload.

Data connection
The configured connection that Collaboration uses to access audience data from a source. A data connection includes source-specific configuration details such as authentication, field mapping, and scheduling.

Audience
A group of users or customers that has been sourced into Collaboration and is available for use in projects.

Connection
The collaboration relationship between your organization and another organization.

Project
The workspace where collaborators use audiences together for supported use cases, such as discovery, activation, and measurement.

Destination
The external platform or system where activated audiences are sent.

Match keys
Identifiers that Collaboration uses to match records across datasets and collaborators. Match keys support workflows such as audience overlap, activation, and measurement.

Audience lifecycle audience-lifecycle

In Collaboration, you source audiences through data connections, manage them in Setup, and use them in projects for supported use cases.

Not every audience is used in every use case. For example, an audience can be sourced and used for Discover without being activated, or it can be used in Measure workflows without being sent to a destination.

For more information about sourcing and managing audiences, see Source and manage audiences. For information about managing data connections, see Manage data connections.

Where audiences come from supported-sources

Collaboration supports multiple audience source types. The source you choose determines the setup flow, prerequisites, authentication requirements, data format, field mapping, refresh behavior, and available configuration options for bringing audiences into Collaboration.

For a list of supported sources and source-specific setup steps, see Sources overview.

What audiences are made up of match-keys

Audiences in RTCDP Collaboration are made up of match keys. Depending on your account configuration, supported match keys can include People IDs, Device IDs, and Partner IDs. Match keys support workflows such as audience overlap, activation, and measurement.

To learn more, see Set up match keys and Manage data connections

Use audiences in projects audiences-in-projects

Projects provide the context for collaborating with another organization. Within a project, you can use audiences for supported collaboration use cases:

For more information about creating and managing projects, see Create and manage projects. For information about configuring destinations, see Destinations overview.

Next steps next-steps