In the advertising industry, match rates have long been crucial for measuring the success of ad campaigns in reaching target audiences. Companies like Canva and Crocs leverage Census to enhance their match rates by providing ad platforms with high-quality data from their cloud data warehouse. This enables them to create and activate audiences more efficiently, analyze their performance, and make informed decisions about their advertising strategies. The new features in Audience Hub allow users to view both matched audience size and match rate across every ad platform, making it easier to manage and measure audiences without relying on engineering teams. By analyzing these metrics, advertisers can gain a better understanding of the reach and quality of their customer data, ultimately improving the effectiveness of their ads.