In Acoustic Exchange, an identifier is an audience record that Acoustic Exchange can use to identify specific individuals that are represented in the audience. For example, email address is a commonly used identifier because email addresses are unique to each person. Identifiers are defined in database fields in the source database. When you share an audience, Acoustic Exchange attempts to match the identifier values in the source database with the corresponding field in the destination database. In this way, Acoustic Exchange determines that the same individual is represented in the source and destination database and ensures that the audience data that you are sharing is attributed to the correct target.

In some cases, the individual is not represented in the destination database or the identifier that id defined in the source is not defined in the destination. In such cases, Acoustic Exchange does not share the audience record. For example, if you might share an audience that contains 1000 records with email address as an identifier. However, the destination database might have email addresses for only 750 of the individuals contained in the shared audience. In this case, Acoustic Exchange shares only the 750 records for which it can match email addresses.

The Audiences tab displays the record match proportion for each audience that you share.

For each audience that you share, look in the Records matched column. In tees column, Acoustic Exchange displays the number of successful matches out of the total number of records shared.