Question 1

What can a Redshift model push into Microsoft Ads?

Accepted Answer

Custom audiences, where each row your model returns becomes a member, and offline conversion events for conversions that happened away from the click. Audiences are where most teams start. Conversions matter when a sale actually completes in your CRM or billing system, which is exactly the data already sitting in the warehouse rather than on a landing page.

Question 2

Can I keep a suppression audience accurate automatically?

Accepted Answer

Yes, and this is one of the places Microsoft Ads is better served than some platforms. Add mode only ever adds, and remove mode only removes, but mirror mode makes the audience match the model on every run, adding new people and taking out those who no longer qualify. So a list of customers you have stopped paying to reach genuinely shrinks when someone churns back into the target set, without anyone maintaining it.

Question 3

Does a raw email address ever leave the cluster?

Accepted Answer

Not in readable form. Polytomic hashes the personal data before transmission rather than handing Microsoft raw values to hash on arrival. Plaintext in the model is fine because it gets hashed on the way out, and pre hashed columns generally pass through unchanged. Useful when a privacy review asks what actually crosses the boundary, because the answer is a hash. Note that audiences here match on email only, not phone.

Question 4

How often should this sync run?

Accepted Answer

Less often than you might assume, for two reasons. Audience membership rarely changes meaningfully hour to hour, and every run is a real query against your cluster competing with dashboards and transformations for the same resources. Daily suits most audience work. If you do want it tighter, put a tracking column on the model so runs read forward rather than rescanning, and consider a dedicated workload management queue for the read only user.

Question 5

What goes wrong when ad audiences are managed by hand?

Accepted Answer

They drift, quietly. A list uploaded in January is describing January, so by spring you are still paying to reach people who bought, and still excluding people who lapsed and became worth targeting again. Nobody notices because the campaign keeps running. Reverse ETL rebuilds the audience every time the sync runs, from the same definitions your reporting uses.

Sync Redshift to Microsoft Ads (Bing Ads)

Sync Redshift to Microsoft Ads (Bing Ads) with Polytomic

Mirror keeps it honest

Audiences and conversions

Hashed before transmission

Or sync Microsoft Ads (Bing Ads) to Redshift

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Step-by-step integration guide

Connect Redshift in Polytomic

Connect Microsoft Ads (Bing Ads) in Polytomic

Create a sync between Redshift and Microsoft Ads (Bing Ads)

Map fields and enable the sync

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