How it works
Trigger and data needed
Trigger: streaming audience membership changes
- Purchase and subscription events
- Advertising consent
- Hashed email or other destination identity
- Governance labels on sensitive data
Audience and journey logic
- Define suppression rules with marketing
- Build streaming audiences
- Check data usage policies for the destination
- Activate with the destination's identity
- Keep refresh frequency aligned to the campaign
- Review match rates
Channels
- Search ads
- Social ads
- Display/programmatic
How to measure it
- Spend on suppressed users before vs after
- Match rate at the destination
- Cost per acquisition change
Guardrails
- Activate only with advertising consent
- Never send sensitive labelled attributes
- Document refresh latency
See it in a case study
This use case is implemented in the related case study.
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