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Data
Customer Match
Uploading hashed first-party customer data to a platform to target, exclude or seed from those customers. Match rates vary by how much identifying data you hold and how current it is.
Why it matters
It is one of the few remaining ways to act on first-party data inside an ad platform, and its main use is often exclusion rather than targeting: not paying to acquire people you already have.
In practice
Check the match rate before drawing conclusions. A 30 percent match means the audience is not the list you uploaded.
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