Question 1

What can I sync from Snowflake into Microsoft Ads?

Accepted Answer

Two things. Custom audiences, where the rows in your model become the members, and offline conversion events, which let you tell Microsoft about conversions that happened away from the ad click. Audiences are the more common use, and conversions are what close the loop when the sale finishes in your CRM or billing system rather than on the website.

Question 2

Which identifiers does Microsoft Ads audience matching support?

Accepted Answer

Email only for audiences at the moment. Meta and TikTok accept phone numbers as well, and Reddit takes a mobile advertising ID, but the Microsoft audience path is email based. That is worth knowing while modelling, because it means your audience is limited to people you hold an email address for, and match rates will follow the quality of those addresses.

Question 3

Does Polytomic hash email addresses before sending them?

Accepted Answer

Yes. Polytomic hashes the personal data before transmission rather than handing raw values to the ad platform to hash. You can supply plaintext and it will be hashed on the way out, and if your model already contains pre hashed values those are generally passed through as they are. So you get the matching behaviour you expect without raw email addresses travelling further than they need to.

Question 4

Are people removed from the audience when they stop matching?

Accepted Answer

Only if you choose a mode that removes them. Add mode is add only, so members build up and never leave. Remove mode takes people out. Mirror mode is the one most teams want, because it makes the audience match the model, adding new people and removing those who have dropped out. Microsoft Ads supports mirror, which is not true of every ad platform, so a suppression audience built here really does shrink when it should.

Question 5

Why use reverse ETL for ad audiences instead of uploading a CSV?

Accepted Answer

Because a CSV is a snapshot and audiences move. The list of your best customers, or the people you want to stop paying to reach, changes every week. Reverse ETL from your data warehouse keeps the audience tied to a model, so it updates on a schedule and uses the same definitions as your reporting. It also means the audience is built from everything you know, not just what happens to be in the ad platform.

Sync Snowflake to Microsoft Ads (Bing Ads)

Sync Snowflake to Microsoft Ads (Bing Ads) with Polytomic

Hashed before sending

Mirror keeps it in step

Conversions too

Or sync Microsoft Ads (Bing Ads) to Snowflake

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Step-by-step integration guide

Connect Snowflake in Polytomic

Connect Microsoft Ads (Bing Ads) in Polytomic

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

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