A customer list is a file of your existing customers that you turn into an audience — to reach them again, or to leave them out.
Where this comes from
Customer lists are part of the audience tools in the AdTech Europe suite: the Programmatic DMP (also available as a White Label DMP) and the Omnichannel Buying add-on. If your White Label DSP doesn't show customer lists yet, ask support which of these is enabled on your platform.
How it works
- Upload the list once. The release notes describe it as upload customer lists once, use them on every channel.
- Matching is hashed, so raw emails never leave your account.
- Use it everywhere — in programmatic campaigns and on the connected search and social channels. Since DMP v1.5, customer lists also work as audiences on TikTok, Reddit and LinkedIn.
- Check the reach. A reach counter shows how many people the audience can reach before you spend.
Good lists to start with
- Customers this year — for retargeting with a new offer.
- Newsletter readers — warm, but haven't bought.
- Past buyers — as an exclusion, so you stop paying to reach people who already converted.
Who owns the data
Audiences belong to your account. You decide what is uploaded, so you also need a lawful basis to use the list for advertising. This is not legal advice.
Related: Audiences: retargeting and suppression · Importing audiences from a DMP or CSV
Nov 13, 2026