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NoteActivation is the process of linking the cohort of customers to various advertisingplatforms, such as Facebook, Adform, Twitter and more. This allows you to implement focused marketing strategies that align with the criteria established for the target cohort. Ensure that you are aware of the following concepts while activating your Audience:
  • Platforms are advertising channels like Facebook, Adform, Twitter and others that offer a variety of advertising features and targeting options to effectively reach a specific cohort of customers.
  • Destinations are specific ad accounts within advertising platforms where businesses can focus on their marketing efforts to target a particular cohort of customers. The process of integrating a Destination with Zeotap varies depending on the specific requirements of each destination.
After defining the audience, you can activate it on a Destination either immediately or you can choose to activate it later. You can revisit this Audience later for further modifications.
To activate the Destination immediately, click Activate Now. This takes you to a screen, where you can either choose to enable A/B testing on the Audience or activate the created audience by linking it to a specific Destination as shown in the image below.
  • Set A/B Test – This functionality is exclusively available for users who have opted for it. Selecting this option takes you to a screen where you can split the audience into two or more variations. For more information about AB testing and its application, refer here.
  • Link to Destination – This functionality helps you to activate the created Audience by linking to a Destination. For step-by-step instructions on how to activate an Audience, refer here.
The following key topics help you understand the processes involved in activating your Audience:
Last modified on February 26, 2026