Overview of Meta (Facebook) Activation with Resonate

Resonate enables activation to Facebook in three ways:

Meta (Facebook) Direct (Recommended) - BETA
Social MAID List Upload
LiveRamp Integration

Depending on the campaign you’re working towards, certain activation strategies may have different benefits to consider.

Feature	Meta (Facebook) Direct (Recommended)	MAID Upload	LiveRamp to Facebook Connection
Match Capabilities	Matching is done based on HEMs that Resonate has modeled to have the desired attributes, delivered directly to Meta via an API. Resonate tends to see match rates within the range of 50% to 90% for Facebook.	For the most nuanced targeting, match directly on the MAIDs that Resonate modeled to have these attributes. Resonate tends to see match rates within the range of 40% to 80% for Facebook. Matching directly on MAIDs is subject to a higher likelihood to be impacted by consumer privacy settings. Mobile apps and mobile devices enable consumers to opt out of MAID tracking or sharing and so this may drive lower MAID match rates.	LiveRamp leverages a device graph with multiple online identifiers to connect to Facebook. Resonate tends to see a 30% to 40% match rate via LiveRamp to Facebook. LiveRamp can be leveraged as an alternative matching connection if an audience is not showing strong MAID match rates.
Refresh Cadence	The audience IDs will automatically update once a week for the duration of the campaign (as set up in the Engagement center).	Mobile Ad ID files should be refreshed and uploaded once every 30 days to maintain the latest audience targeting.	The audience IDs will automatically update once a week for the duration of the campaign (as set up in the Engagement center).
Time to Launch	The audience will appear in the Meta Ad Account within an hour. It takes up to 24 hours to fully populate within Meta.	MAID files typically take up to 24 hours to generate the file within the Resonate Ignite platform and another day to upload the file into the social platform.	The LiveRamp connection initially takes approximately 5 business days to set up. Each audience will take 3 to 5 business days to distribute via LiveRamp from Resonate to the social platform. The audience may further grow within the social platform for an additional 2 days once it appears. If you are looking to launch a campaign quickly, but you want to avoid the manual file 30 day refreshes, you can initially upload the MAID file while you set up the LiveRamp distribution. You would set up a strategy for the MAID file and then switch strategies to the LiveRamp file once that connection is in place.