Delta Upload and Delete Functions

The initial refresh of an Audience (segment) performs a full data upload to the activated destinations. Subsequent refreshes use delta uploads, which lead to cost savings and reduced processing time at end platforms for activation. Delta uploads include the following data:

• Data of users who are newly qualified for your Audience criteria.
• Any changes in users’ information between two Audience refreshes.

A full upload of data occurs again in the following scenarios:

• When the Time-to-Live (TTL) for the user data expires.
• When there are any changes in mapping at the destinations.

Handling Delta Operations

To handle Deltas, Zeotap CDP creates three files for operations:

• Insert: This file adds new users who qualify for your Audience criteria to the dataset.
• Update: This file updates existing user data when changes occur.
• Delete: This file removes previously qualified users who no longer qualify for your Audience criteria.

Understand Delta and Delete functions with an use case

Assume you have two customers who qualify for your Audience criteria with the following details:

Name	Email ID	Gender	Age	Loyalty Status
Alice	[e-mail]	F	28	Silver
Adrian	[e-mail]	M	26	Gold

During the next refresh of the Audience, the qualification of users changes as follows:

Name	Email ID	Gender	Age	Loyalty Status
Alice	[e-mail]	F	28	Gold
Zyan	[e-mail]	M	32	Gold

In this case:

• Adrian no longer qualifies for the criteria defined for your Audience.
• Alice’s Loyalty Status changes from Silver to Gold.
• Zyan now qualifies for the Audience.

Zeotap CDP creates three files for operations: Insert, Update, and Delete.

• Insert: Adds the new user (Zyan) to the dataset.
• Update: Changes Alice’s Loyalty Status from Silver to Gold.
• Delete: Removes Adrian, who no longer qualifies.

This process avoids the redundancy of uploading the complete dataset again, reducing costs and processing time at end platforms for activation.

Feature Activation Process

Delta and Delete functionalities are released in phases. To activate these features for a particular Destination, reach out to your Zeotap POC with your request.

Delete Functionality Enabled Integrations

Currently, based on the action type, the Delete functionality is supported in the following integrations:

Action: Send Both identifiers and Attributes

Action: send identifiers only

Google Customer Match Amazon Marketing Cloud Emarsys Facebook 1P

Amazon DSP (New)  Artegic Elaine (New) Batch Braze Criteo  Dotdigital Google Analytics 4 (New) Google Customer Match (New)  Google Customer Match - Customer Contact Information Google Customer Match - Mobile Device ID’s Google Marketing Platform (DDP) Google DMP Google Universal Analytics (New) HubSpot  LinkedIn Microsoft Ads Customer Match Optimizely  Permutive Personyze (New) Pinterest RTB House TTD TTD EUID (For File Replace Method) TTD 1P TikTok Twitter