# Custom audiences reference

This page lists, in a table, the ad platforms where you can sync a Nevent segment as an audience, the technical name each one uses, and the states the sync card can show.

This isn't a step-by-step guide; for that, see [how to sync a segment as an audience](/en/paid-media/sync-a-segment-as-an-audience/).

## Available platforms

The **Activate as an advertising audience** block, inside any segment's detail, shows one card for each of these platforms.

| Platform | Technical name of the feature | Requirement to sync |
|---|---|---|
| Meta Ads | Custom Audience | Meta Ads account connected under Settings → Paid Ads |
| TikTok Ads | Custom Audience | TikTok Ads account connected under Settings → Paid Ads |
| Google Ads | Customer Match | Google Ads account connected under Settings → Paid Ads |

## Sync card states

Each platform card, inside the **Activate as an advertising audience** block, shows one of these three states.

| State | What it means | What you can do |
|---|---|---|
| Connected | That platform's account is linked to your organization and ready to receive the segment. | Click **Sync** to send the segment as an audience. |
| Not connected | You haven't linked that platform's account yet. | Click **Connect in Settings**, which takes you to Settings → Paid Ads. |
| Error | Nevent tried to send the segment and didn't succeed. | Click **Retry**. |

## What gets sent to the platform

The sync block itself states, in its subtitle, that the segment's contact data is encrypted before being sent to the chosen platform.

## How the audience updates

The sync is triggered with the **Sync** button: it's an action you run, not something that happens in the background without you asking. If you change a segment's conditions or want to add new buyers, go back into the segment and click **Sync** again.

:::caution[Important]
Nevent doesn't yet send the sales that happen in your ticketing system to these platforms. The synced audience is useful for targeting your ads and for the platform to generate lookalike audiences, not for measuring your real acquisition cost inside Meta, Google or TikTok.
:::

## Next step

- [How to sync a segment as an audience](/en/paid-media/sync-a-segment-as-an-audience/)
- [What is a custom audience and why it improves your ads](/en/paid-media/what-is-a-custom-audience/)
- [Paid Media reference](/en/paid-media/reference/)