Mia has attended Open Day at Altura University and had a follow up conversation with the faculty head, but so far she has not submitted her application. Over the next few weeks Mia see's ads for Altura across her social media accounts.

She finally decides to complete her application and notices that the ads go away.

In this exercise you will learn how the audience builder supports targeting customers completing a sequence of events, or in this case, those who have not yet completed the sequence.

You will learn as a marketer:

You've seen in the demo how Adobe's propensity models can be used to score profiles based on their interactions (or lack of interaction in the case of churn modelling). To target high propensity profiles you can create simple audiences where score is greater than X but for some use cases, like paid media engagement, you might want to expand your reach to include a certain number of profiles whilst still ensuring that only the top profiles are included. We can do this using the ranking capabilities within Audience Composition.

For this exercise, we'll create an audience composition to take the top 100 profiles with the highest propensity scores who registered for open day.

2. Select the Audience activity that starts the composition. Click to Add Audience and select the retargeting audience

3. Click on the plus after the audience activity and select to add a Rank activity.

4. Select the demoapac -> scoring -> propensity -> propensityScore as the attribute to use for ranking

5. Change the Ranking order from Ascending to Descending - we want the profiles with the highest propensity. And add a limit of 100.

6. Give the output audience a name.

7. Give your composition a name by clicking on the settings at the top left. Make the name unique so you can identify it easily.

8. Click to Publish your composition. It will now execute daily, ensuring the top ranked future students are targeted.

Next we'll activate your priority audience to social and paid channels. We've provided instruction below for Tiktok but you can choose to activate an audience to any of the configured destinations including Meta, Google or LinkedIn.

Activate profiles to Tiktok for ad targeting, personalization, and suppression based on hashed email and phone number.

You can use this destination for audience targeting to reach and re-engage with your customers across Tiktok.

Tiktok both require that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to these destinations can be keyed off hashed identifiers, such as email addresses or phone numbers.

Go to the Adobe Experience Platform.

2. In the list of available segments, select the segment you created in the previous exercise.

3. The mapping step only needs to be completed once, after that every segment will use the same set of mapping identifiers to match customers between Adobe Experience Platform and your destination. For Tiktok we use hashed email and phone number. Click Next to proceed to the next step.

4. Finally, on the Review page, click Finish.

For Tiktok, a successful activation means that a Tiktok custom audience would be created programmatically. Segment membership in the audience would be added and removed as users are qualified or disqualified for the activated segments.

Activate profiles to Google Customer Match for ad targeting, personalization, and suppression based on hashed email and phone number.

You can use this destination for audience targeting to reach and re-engage with your customers across Google’s owned and operated properties, such as: Search, Shopping, Gmail, and YouTube.

Google and Facebook both require that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to these destinations can be keyed off hashed identifiers, such as email addresses or phone numbers.

Go to the Adobe Experience Platform.

3. In the list of available segments, select the segment you created in the previous exercise.

4. You need to specify your mapping identifiers between Adobe Experience Platform and your destination. These will be used to match the profiles in your segments between platforms.For this lab, the mapping has already been defined, we use email and phone number.Click to the Next step.

5. On the Segment Schedule step, We don't have anything to do. click next again

6. Finally, on the Review page, click Finish.

For Google, a successful activation means that a Google custom audience would be created programmatically. Segment membership in the audience would be added and removed as users are qualified or disqualified for the activated segments.

By using propensity scoring across a single unified profile, marketers can move beyond broad demographic targeting and instead focus paid spend on the individuals who are genuinely most likely to act - ranked by their actual engagement and behaviour. Activating these audiences directly to platforms like Google and TikTok means your CRM intelligence flows seamlessly into your media buying, and because membership updates dynamically as profiles qualify or dis-qualify, you avoid wasting budget on people who have already converted or opted out. This closed-loop approach between your data platform and your advertising channels is what separates efficient, signal-led media investment from broad, wasteful spend.