Publishing an audience is straightforward once the platform connectors are configured. The slow part is making sure the source data and the privacy posture are right before any data leaves the org.
- Connect the ad platform
Inside Marketing Cloud Setup, configure the Advertising Studio connector for each destination platform (Meta, Google, LinkedIn, X, YouTube). Each connector needs an admin from the ad platform to authorise the OAuth handshake.
- Build the source audience in Audience Builder
Combine Data Extensions and attributes into the target population. Validate the count against expectations; surprise counts usually mean a join error in the source query.
- Choose hashed identifiers and consent attributes
Select which identifiers (email, phone, mobile ID) Salesforce should hash and send. Include any consent flags the destination requires.
- Publish to one or more destinations
Push the audience to each connected platform. Each platform handles refresh on its own match cycle; Advertising Studio just keeps the source list current.
- Schedule a refresh and monitor match rate
Set a recurring refresh that matches the destination's match window. Check the match rate after first publish; a sudden drop usually means upstream data changed.
Authenticated link to the destination ad platform.
The Marketing Cloud query whose result is published.
Email, phone, or mobile ID prepared in the format the destination expects.
The label on the ad platform that the audience publishes as.
How often the audience is republished.
- Match rates of 40 to 70 percent on hashed email are normal. A low match rate is rarely a connector defect; it is the destination's own identity coverage.
- Hashed identifiers are one-way. Once sent, you cannot recall the data; only stop refreshing. Plan governance before the first publish.
- Consent flags are mandatory on most platforms now. Publishing without a documented consent attribute risks violating the platform's terms of service.
- Advertising Studio overlaps with Data Cloud Activations. Confirm which product owns the audience before building parallel pipelines in both.