Connecting a destination

The ad platforms Primer syncs to, and which are generally available, plan-gated, or in beta.

Once an audience is Ready, you sync it to an ad destination — an ad platform where your campaigns run. Primer matches the audience against that platform and makes the matched records available to target.

Available destinations

Destination	Availability
Google Ads	Generally available
Meta Ads	Generally available
LinkedIn Ads	Generally available
Reddit Ads	Generally available
DV360	Generally available — requires the Scale plan
Microsoft Ads	Beta — request access
TikTok Ads	Beta — request access
X Ads	Beta — request access

The three Beta destinations open on request — connecting one prompts you to request access, and once it's enabled for your account you authorize it like any other. Don't see your platform? See Platforms that aren't listed.

Choosing which ad account to sync to

When you authorize a platform, Primer lists the ad accounts your login can reach and you pick which one to sync to — so if you run more than one ad account on a platform, connect the one your campaigns actually use. For Google, a Manager account (MCC) is marked with an MCC badge and you select the child (client) account underneath it, not the manager — see Google Ads.

One connection per platform

Each organization connects one account per platform — one Google Ads, one Meta, one Reddit, and so on. Once a platform is connected, its Connect button is replaced by the connected account and a Disconnect option, so there's no way to add a second account to the same platform. To switch to a different account, disconnect the current one first, then connect the new one.

A plan belongs to a single organization, so if you need to run a second account on the same platform in parallel, set it up under a separate Primer organization with its own plan.

Before you sync

Each destination has a minimum audience size and a matching time. Check Audience size limits, Match rates and How long matching takes so you know what to expect after you sync.

Platforms that aren't listed

If the platform you want isn't in the table above, one of three things is true.

It's a beta destination. Microsoft Ads, TikTok Ads and X Ads are beta — they appear in the destination picker with a Beta badge, and connecting one prompts you to request access. Once it's enabled for your account you authorize it like any other destination. Contact [e-mail] to have one turned on.

It runs through a connection you already have. Some platforms people ask for by name aren't separate connections — they're served by a destination Primer already supports:

• Bing / Microsoft Search is Microsoft Ads (currently beta).

• YouTube and Gmail are Google inventory: a list synced to Google Ads as Customer Match can serve there, subject to Google's own placement rules (Google-side, not something Primer sets).

It isn't supported. Pinterest, for example, is not a Primer destination — there's no self-serve Pinterest sync. If you need Pinterest or another platform that isn't listed, let [e-mail] know so we can weigh the demand.