Warehouse-Managed Audiences: Enabling data teams to manage audiences programmatically from the warehouse

At Census, we've introduced Warehouse-Managed Audiences, a feature that enables data teams to manage audiences programmatically from their warehouse while leveraging Audience Hub's features. This approach allows data teams to maintain control over high-quality, vetted audiences in the warehouse while giving marketers the freedom to experiment with new audiences. The feature is designed to support importing audiences directly from the warehouse and requires defining three distinct tables: people, audiences, and audience membership. With Warehouse-Managed Audiences, data teams can mirror their existing audiences into Census and keep them fresh as their source data changes over time. Marketers can still use Audience Hub to build new audiences, which may be built on top of those imported from the warehouse or represent entirely new audiences. The feature is now available in private preview for Enterprise plan customers.

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