How do I send my Eulerian audiences to Microsoft Advertising?
How do I send my Eulerian audiences to Microsoft Advertising?
Solution
Marketing Mix Modeling
Attribution
Analytics
Activation
Module
Manage & Analyze
To plan
Activation
Datamining
Privacy Center
Problem
Your best audiences (buyers, subscribers, high-value customers, abandoned carts…) are built from your own data, but uploading customer lists to Microsoft Advertising by hand is slow, error-prone and quickly out of date. How can you keep your Microsoft Advertising audiences automatically in sync with your Eulerian audiences?
Objective
Microsoft Advertising Customer Match lets you reach people who already know your brand, using customer lists matched on hashed email addresses. With the Eulerian Customer Match connector, you can:
Create and populate Microsoft Advertising audiences automatically from your Eulerian audiences, without any manual file upload.
Use your Eulerian audiences in your Microsoft Advertising campaigns, for example to retarget your existing customers or exclude them from your acquisition campaigns.
Keep your audiences up to date, in real time or through asynchronous processing.
How Eulerian can help you
Audiences built from all the data collected by Eulerian
Native server-to-server Customer Match connector
Real-time or asynchronous activation
Automatic creation of the Microsoft Advertising audience, or use of an existing one
Difficulty
Simple
Intermediate
Advanced
How to do it?
Supported identifier
Identifier
Format sent to Microsoft Advertising
Hashed email
SHA-256, lowercase hexadecimal string of 64 characters
Microsoft Advertising Customer Match currently only accepts hashed email addresses: phone numbers and CRM IDs are not supported by Microsoft.
The email address sent is the one referenced in email_remap: either an email collected by Eulerian, which Eulerian normalizes and hashes, or a hashed email provided to Eulerian through a CRM synchronization.
Prerequisites
A Eulerian user account with “Administrator/Webmaster” rights.
Access to the Microsoft Advertising account that will receive the audiences.
The hashed email address of your users available in Eulerian (collected by Eulerian or provided through a CRM synchronization).
At least one Eulerian audience to send.
You don't need to accept the Microsoft Advertising Customer Match terms beforehand: the connector accepts them for you.
How to implement Customer Match with Eulerian?
1. Create an Authorization for your Microsoft Advertising account
Create an Authorization with the connector “Bing Ads - Customer Match”. It targets the Microsoft Advertising account in which your audiences will be created and populated.
2. Create the Customer Match connector
Path: Activation → S2S → Add new connector → BingAds Customer Match - Email
Information to enter:
Connector Name: free entry.
Settings related to user consent: select “custom vendor”, enter the name of the Microsoft Advertising vendor as declared in your CMP (consent management platform), and select the purposes defined for this vendor by your CMP.
Authorization: the Authorization created in step 1.
Target audience: create a new Microsoft Advertising audience, or select an existing one. The list of audiences is retrieved automatically from your Microsoft Advertising account.
email_remap: where the email address of your users is stored in Eulerian.
Click on “Next”.
Consent is checked before the connector is called: only users who gave their consent are sent to Microsoft Advertising.
3. Select the audience to send
In the audience picker, select the Eulerian audience that will feed the Microsoft Advertising audience.
4. Activate the connector
In the “Partner connector attributes” box, you can activate, deactivate, archive or schedule the activation of the connector.
How the connector works
Real time: each user is sent to Microsoft Advertising as soon as they enter the audience.
Asynchronous (cold processing): audience members are sent in batches, at the frequency you choose.
Only users whose email address is available and who gave their consent are sent.
Limitations
Only hashed email addresses are supported (Microsoft limitation).
The match rate depends on how many of your users' email addresses Microsoft Advertising can match with its own users.
For questions about how Microsoft Advertising processes and uses your audiences (processing delay, minimum audience size, eligible campaigns), refer to Microsoft Advertising's documentation or support.