Key Differences: Enhanced First-Party Data vs. Direct Activation
When building a segment in Loop, you have two main approaches. In one, you collect data through streaming or batch methods (see What Types of Data Sources Are Available in Loop). In that process, Loop applies data enhancement—modeling details like demographics, hobbies, interests, and purchase behaviors—to your basic data (cookie IDs, MAIDs, IPs, emails). This enhanced data lets you build sophisticated audiences with deeper insights.
The second approach is a custom upload for direct activation. Here, you bring in a ready-to-use audience from external sources. In this case, your data is uploaded "as-is" with no additional enhancement by Loop algorithms. It is stored temporarily for immediate activation and cannot be enriched with third‑party data or reused in future campaigns.
Unused direct activation audiences will be discarded after 30 days and can't be reused, or included within Mix & Match audiences.
Below is a table summarizing the differences between the two approaches:
Feature | Collected & Enhanced First‑Party Audience | Custom CSV Upload (Ready‑to‑Go Audience) |
Data Processing | Undergoes data enhancement to add detailed insights | Uploaded as-is, without any additional processing |
Data Source | Collected via streaming or batch methods | Supplied externally via CSV upload |
Enhancement | Enhanced with demographics, behaviors, and more | No enhancement; remains basic data |
Reuse | Can be stored and reused for multiple campaigns | Stored temporarily; cannot be reused after activation and can't be included in Mix & Match Audiences |
Activation | Activated after processing; eligible for further segmentation and third‑party expansion | Activated immediately; expires after 30 days if not used |
Example Use Case
A car dealership wants to retarget potential buyers who recently requested test drives in social media. They receive a file from their CRM containing customer emails and phones. Instead of waiting for data collection and enhancement, they hash the data, and upload the list as a custom audience in Loop. This allows them to immediately activate a campaign targeting these users with special financing offers before they make a final purchase decision.
Steps to Upload a File for Direct Activation
Go to Segments
In the Loop dashboard, open the Segments section.
Select Custom Segment Upload
Click Create Segment and choose Direct Activation.
Upload Your File
Select and upload your audience TSV file.
Set a Name
Parse Columns in the UI
Map the required fields (e.g., phones, email) so the system correctly interprets your data.
Click Import
Click Activate Externally
We recommend activating your audience right away. You may choose to do it later, but remember: any unused file will be automatically deleted after 30 days.
Select a seat from a supported platform
Click Share
The file must be in TSV format (Tab Separated Values) and the columns must be hashed using SHA-256.
Why should my data be already hashed?
We require SHA256-hashed data to ensure compliance and avoid storing your clients' personal information on our servers. SHA256 is a secure encryption method that protects personal identifiers.
Supported Fields
Recommended File Name | Description | Variable Type |
emails | Hashed emails | String (SHA-256) |
phones | Hashed phone numbers | String (SHA-256) |
Supported Platforms for Activation
Platform Name | Prerequisites |
Google Ads | - Must have a previously connected Google Ads seat. |
More platforms will be added as support expands.