Question 1

What can a Databricks model send to Reddit Ads?

Accepted Answer

Custom audiences and conversion events. Rows returned by the model become audience members, and separately you can report conversions that happened off platform so Reddit can attribute them. Audiences are where most people start, since they let you target or suppress specific groups based on what you know rather than on the interest categories the platform offers.

Question 2

How should the Databricks connection authenticate?

Accepted Answer

Either a personal access token or OAuth client credentials for a service principal, and the choice is cloud neutral so it works the same on AWS, Azure or GCP. A service principal is usually the better answer for anything running on a schedule, because a personal token is tied to an individual and stops working when they leave. It also keeps the audit trail pointing at a system identity rather than a person who has not touched the sync in months.

Question 3

Which identifiers give the best match rate?

Accepted Answer

Include both that Reddit accepts. It matches on email address and mobile advertising ID, though not phone number, which differs from Meta and TikTok. Device identifiers from an app often outperform an email somebody supplied years ago, so mapping both columns and letting the platform resolve whichever it can usually lifts the match rate more than tidying the email list would.

Question 4

What keeps the audience current over time?

Accepted Answer

A schedule, plus an explicit plan for removals. The add sync refreshes membership each run, but Reddit exposes no mirror mode that reconciles against your model automatically, unlike Microsoft and Meta. So the durable pattern is two models running together, one describing who belongs in the audience and one describing who should be taken out, rather than assuming the platform will work out the difference.

Question 5

What does this get rid of?

Accepted Answer

The calendar reminder and the CSV that goes with it. Somebody queries the lakehouse, exports a list, uploads it to the ad account, and repeats until they forget or change team. It works right up until the definition of a good prospect changes and nobody can say which version is live. Reverse ETL replaces that with a scheduled model, so the audience and the reporting share one definition and neither depends on a person remembering.

Sync Databricks to Reddit Ads

Sync Databricks to Reddit Ads with Polytomic

Email or mobile ID

Token or service principal

Conversions supported

Or sync Reddit Ads to Databricks

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Connect Reddit Ads in Polytomic

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