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 drawn from the unified profiles that Customer 360 and Identity Resolution produce. Once defined, an audience is materialized into a table in your warehouse, and from there it can be exported to any connected ad platform as a customer-match list — with all personal data hashed before it leaves Vendo.

Creating Audiences

There are three ways to create an audience:

From a Customer Cluster

Discover an audience from a customer cluster on the Customers page. This turns a group of similar customers Vendo has identified into a reusable audience.

From User Rules

Click New from rules to define an audience with a rule tree over your resolved users. Combine up to 10 conditions with All rules (AND) or Any rule (OR) matching.

Available rule fields:

Text fields support operators like equals, contains, starts with, is one of, and is set / is empty. Number and timestamp fields support comparisons (greater than, less than or equal, and so on).

From Identity State

Click New from identity state for the two most common lists in one step:

• All identified users — Profiles that carry an email, phone, or external ID per your account’s identity rules.
• All anonymous users — Resolved profiles with no identifying signal.

Identity signals are snapshotted when the audience is created, so membership criteria stay stable as your identity settings evolve.

Materialization

Audience membership is computed by materializing the audience — compiling its rules to SQL and writing the member list to a dedicated BigQuery table in your account’s dataset. The Audiences page shows each audience’s state:

Click Refresh (or Materialize for a new audience) on any row to recompute membership on demand. The list also shows the current member count and when each audience was last refreshed.

Syncing to Ad Platforms

Materialized audiences can be exported to eight ad platforms as customer-match lists:

How PII Is Protected

Vendo never sends raw personal data to an ad platform. Before upload, each identifier is normalized and hashed with SHA-256 per the platform’s matching rules:

• Emails are trimmed and lowercased; Gmail addresses additionally have dots and +suffix aliases removed so variants match the same account.
• Phone numbers are reduced to digits (E.164) before hashing.
• Names and location fields are lowercased and stripped of punctuation before hashing.
• Mobile advertiser IDs are sent as-is (they are already pseudonymous).

Uploads run in platform-appropriate batches with automatic retry on rate limits and transient errors.

Audience Sync Settings

When you configure an audience integration you choose:

• Audience name — The name of the list as it appears in the destination platform.
• Sync mode — How the list is updated on each sync run.

Google Ads adds Upload key type and Membership life span (how long users stay in the audience; 0 means no expiry, maximum 540 days). Meta Ads adds Customer file source (the declared origin of the customer data).

Setup

1. In the Vendo app, navigate to Destinations and connect the ad platform (for example, Google Ads or Meta Ads)
2. Grant the Sync audiences capability when connecting
3. Create and materialize an audience under Data → Data Catalog → Audiences
4. Create the audience integration, pointing it at your audience and configuring the sync settings above
5. On each sync, Vendo hashes the member identifiers and uploads them to the platform

Audiences can also feed messaging destinations — Klaviyo, Customer.io, and OneSignal accept audience syncs for list and segment building.

Related

• Customer 360 — The unified profiles audiences are built from
• Identity Resolution — How Vendo resolves users across sources
• Google Ads — Customer Match setup details
• Meta Ads — Custom Audiences setup details