Blueshift’s Audience Syndication feature allows you to create and export custom audiences to paid media platforms like Facebook, Google, Criteo, and others across channels such as display, social, paid search, mobile, video, and OTT. This helps optimize acquisition and re-engagement strategies. Custom audiences are also known as tailored, matched, or third-party audiences.

With Blueshift’s segmentation engine, you can build custom audiences using first-party data collected from your websites, apps, and other touchpoints. These audiences are automatically updated on integrated platforms, eliminating the need for manual CSV uploads and downloads and ensuring seamless campaign execution.

Example use cases:

  • Target active users: Create audiences based on behavioral or demographic data for precise targeting.
  • Exclude low-intent users: Remove low-intent users or those who have already converted from your campaigns to reduce ad spend and improve efficiency.

This automation saves time, enhances campaign alignment, and drives better results.

Prerequisites

Before you set up syndication, you must integrate with the advertising platform you want to use from the App Hub.

For more information on the audience/advertising media platforms supported, please take a look at pre-built integrations for syndication.

Create the syndication

Creating the syndication involves the following steps:

  1. Add the basic information
  2. Select a destination platform
  3. Select the audience
  4. Set the syndication schedule

1. Add the basic syndication information

  • Click Audience Sync under Orchestration from the left navigation panel.
  • Click +SYNDICATION and select Audience on the syndications index page.

Syndication-Audience-Sync.png

  • Specify a name for the syndication. This name is used for identification purposes and must be unique.
  • Add tags to organize your marketing content. For example, you can group syndications using specific tags like region, brands, etc.
  • Add email addresses of users who should receive an alert in case any errors occur in the syndication.

Syndication-basic-info.png

2. Select a destination platform

  • Select the destination platform for the syndicated audience.

Syndication-destination-app.png

  • Select the adapter to use from the Choose Integration drop-down list. 

If you select a platform that has a direct integration with Blueshift, you will be presented with two options.

  • Sync with existing custom audience - select the custom audience from an existing list and the customer value attribute (if applicable) to create or update the custom audience.
  • Create and sync with a new custom audience - provide a name and description, and the new custom audience will be created. The segment will be exported to this audience on the destination platform.

If you select a platform integrated with Blueshift through our partnership with LiveRamp, you must create a new audience.

  • Add a filename (audience name). A new audience is created on the platform, and the segment is exported to this audience.

For the AdRoll platform, you would also need to provide the Segment ID from the AdRoll platform with which the segment on the Blueshift platform is to be synced.

syndicate_audience_liveramp.png

Sync-Destination.png

3. Select the audience

  • Choose one of the following to determine the audience for the syndication job:
    • Determined by a Segment: Automatically add or remove customers from the destination based on the segment criteria.
    • Determined by other Campaigns: Manually control which customers are added or removed through a campaign journey.
  • Specify with yes or no to indicate whether to apply your global holdout group when syndicating customers to the destination. 
  • Click Continue to proceed to the next step.

Select Audience.png

4. Set the syndication schedule

  • The Start Time indicates when this syndication will launch.
  • The End Time indicates when this syndication stops syndicating segments to audiences in your selected platform.
  • The Execution Schedule determines how often this syndication runs. Choose between one-time, daily, weekly, or a custom schedule. For a recurring schedule, the syndication runs at the same time each day.
  • Click Done and then click Save.

syndicate_audience_schedule.png

Launch the syndication

Click Launch on the top right corner to activate the syndication. Based on the schedule set for the syndication, the user segment will be computed, and the user data will be exported to the selected platform.

Monitoring

You can monitor the performance of a syndication on the left panel with the following information:

  • Segment size: The total number of users in the segment.
  • Total users pushed: The cumulative number of users pushed to the selected platform. This includes users who may have been removed from the destination platform later.
  • Audience matches: The total number of matches on Google Ads (available only for Google Ads).

Sync-stats-at-a-glance.png

Key points about monitoring

  • The audience sizes on paid media platforms are reported according to their policies and might not reflect real-time values.
  • Statistics are updated in real-time on Blueshift. Refresh the page to view the latest updates.
  • Data is stored and displayed daily. Hourly statistics might not be accurate due to delays from third-party platforms.
  • For platforms integrated via LiveRamp (e.g., LinkedIn), Blueshift cannot directly remove users from an audience. Instead, a new suppression audience is created for removed users. You'll need to adjust your campaigns on these platforms to avoid the suppression of the audience. For example:
    • Original audience: <audience name>
    • Suppression audience: <audience name>_suppression
  • To exclude removed users from LinkedIn, configure your campaign to include the original audience but exclude the suppression audience.

  Note

Blueshift does not receive match statistics from the destination platform after users are pushed to a platform, except for Google Ads.

Syndication completion time

Syndication completion time depends on the segment size. Syndications process data in batches sequentially, which involves:

  • Upstream latency: Pulling data from the segment.
  • Downstream latency: Making API calls to the destination platform.

As a result, larger segments may take more time to complete, and the actual throughput may differ from the permissible rate of the destination platform.

Reports

Monitoring is available under the Reports tab for audience syndications. This tab will include two sub-tabs:

  1. Syndication activity: Displays metrics of total users added and removed.
  2. Visits: Shows cumulative audience and cumulative visits as a time series. This sub-tab is visible only if a UTM campaign parameter is configured.

For more details, visit syndication reports.

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