Audiences

Data → Data Catalog → Audiences: user lists built from resolved customer profiles for analysis and supported activation workflows.

An audience is a named list of users from the unified profiles that Customer 360 and Identity Merge produce. When you define an audience, Vendo materializes it into a table in your warehouse. From there, you can export it to any connected ad platform as a customer-match list. Vendo hashes all personal data before it leaves Vendo.

Creating Audiences

Create an audience from the identity state of your users.

From Identity State

Click New from identity state to create one of the two most common lists in one step:

• All identified users: profiles that carry an email, phone or external ID, as your workspace identity rule sets.
• All anonymous users: resolved profiles with no identifying signal.

Vendo takes a snapshot of the identity signals when it creates the audience. Thus the membership criteria stay stable when your identity settings change.

Materialization

Vendo computes audience membership when it materializes the audience. It compiles the rules of the audience to SQL and writes the member list to a dedicated BigQuery table in the dataset of your account. The Audiences page shows the state of each audience:

To compute the membership again, click Refresh on the row. If the audience is not Ready, the button is Materialise.

The list has these columns: Name, Members (the current member count), Status and Last refreshed. To show only some audiences, use the status filter. Its options are All statuses, Ready, Running, Pending, Errored and Not materialised.

Syncing to Ad Platforms

You can export materialized audiences to 8 ad platforms as customer-match lists:

Sync a Data Studio Model

A Data Studio model can also produce a user list, for example a SQL model that selects customers. To send that list to an ad platform, open the model detail page and click Sync to Destination. Vendo opens the add destination page with the model already selected.

How PII Is Protected

Vendo never sends raw personal data to an ad platform. Before upload, Vendo normalizes each identifier and hashes it with SHA-256, as the matching rules of the platform require:

• Emails: Vendo trims them and changes them to lowercase. For Gmail addresses, Vendo also removes dots and +suffix aliases, so that variants match the same account.
• Phone numbers: Vendo reduces them to digits (E.164) before hashing.
• Names and location fields: Vendo changes them to lowercase and removes punctuation before hashing.
• Mobile advertiser IDs: Vendo sends them as they are (they are already pseudonymous).

Uploads run in batches that suit each platform. Vendo retries automatically on rate limits and transient errors.

Audience Sync Settings

When you configure an audience destination, you set:

• Audience Name: the name of the list in the destination platform.
• Sync Action: how Vendo updates the list on each sync run. The options are Replace (full sync) (the default), Add only (append new members) and Remove (remove specified users).

Google Ads adds Upload Key Type and Membership Lifespan (days). The lifespan is how long users stay in the audience. The value 0 means no expiry, and the maximum is 540 days. Meta Ads adds Customer File Source (the declared origin of the customer data).

Setup

1. In Vendo, go to Data → Integrations → Destinations.
2. Connect the ad platform (for example, Google Ads or Meta Ads).
3. When you connect, grant the Sync audiences capability.
4. Create an audience under Data → Data Catalog → Audiences.
5. Materialize the audience.
6. Create the audience destination for your audience.
7. Set the sync settings above.

On each sync, Vendo hashes the member identifiers and uploads them to the platform.

Best Practices

• Check the member count before you sync: a very small list can be too small for ad targeting.
• Keep identity fields consistent: use the same email and phone format across sources, so more members match.

Related

• Data Studio: build models that produce user lists
• Customer 360: the unified profiles that audiences are built from
• Identity Merge: how Vendo resolves users across sources
• Google Ads: Customer Match setup details
• Meta Ads: Custom Audiences setup details