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Connect an Audience
Once you have created an Audience, the next step is to connect it to an audience output where you can activate it. Visit our Integrations page and filter by Audience to view all audience outputs.
Create Audience Output
To add an audience output:
- Navigate to Setup > Directory, and click the card for your audience partner of choice. (You can filter the Directory to show only partners with an Audience Configuration.)
- Select an output and complete the Connections Settings dialog. This will be different for every integration. See the Integrations Center for details for your integration.
- Complete the Configuration Settings dialog. Each partner will require slightly different information. Some require an API Key/Secret/Token, others require you to log in from mParticle using Oauth. See the Integrations Center for details for your integration. Give the configuration a name and click Save.
You can view and update your configurations at any time by navigating to Setup > Outputs, and selecting Audience tab.
Connect Your Audience
Once you have created at least one audience output, you can connect your audience to begin sending data to that vendor.
- In the Audience Editor, select Connect Output in the card beneath the audience you want to connect.
- Select the output to which you want to connect and follow instructions in the Connect Output dialogue. This will be different for every integration. See the Integrations Center for details for your integration.
- Make sure the Status switch is set to Active.
- Click Add connection.
How Audience Forwarding Works
When mParticle forwards an Audience to an output, only identity data is sent by default. While mParticle can collect various identity types for both devices and users, most audience partners accept only a limited set of identities based on their specific needs. For example, an email marketing partner may only accept email addresses, a push messaging partner may only accept push tokens, and a mobile advertising platform may only accept device advertising identifiers (IDFA for iOS and GAID for Android).
When building your Audiences in mParticle, you don’t need to worry about which identities a partner supports. Simply define your Audience criteria, and mParticle will forward all available identities that each partner accepts.
Example
You define an Audience with criteria that matches 100 profiles.
- All 100 profiles include one Apple Advertising ID (IDFA), but only 65 profiles include an email address.
-
You create connections to two outputs:
- Partner A accepts IDFA and GAID identity types.
- Partner B accepts only the email identity type.
mParticle will automatically forward the data to each partner:
- 100 IDFAs are sent to Partner A.
- 65 email addresses are sent to Partner B.
You don’t need to track which identities are available per profile—mParticle handles the process seamlessly.
Selective Attribute Forwarding
When forwarding data to an Audience output, you have the option to selectively forward User Attributes beyond the identities that are required for engagement. Forwarding Calculated Attributes like LTV or Predictive Attributes like propensity scores, for example, enables you to use richer data in your activation platforms. Not all integrations support this — when you connect your Audience you will see what is supported.
In the last step of the process to connect an output, select which account and workspace level attributes you would like to forward to that particular tool:
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- Last Updated: February 18, 2025