> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/connectors/partner-types/social-and-retail-media.md).

# Social & retail media

Why walled gardens behave differently from DSPs, and which connectors reach them.

Social platforms and retail media networks sell advertising against **their own logged-in users** on **their own inventory**. That single fact explains everything that makes these connectors different from a [DSP](/connectors/partner-types/dsp.md).

They do not accept a cookie and target it. They take identifiers you hold - a hashed email, a phone number, a mobile advertising ID - and **match** them against their own account base. What comes back is a *match rate*, and it is rarely 100%.

## What these connectors have in common

* **Match rate is the metric that matters.** Industry rates run 30–70% depending on what you send. The **hashed email** is consistently the highest-matching identifier.
* **Hashing and normalisation are strict.** SHA-256 is generally the only accepted algorithm, and the format **before** hashing has to match what the partner expects - get it wrong and the match rate is zero, not merely low.
* **Minimum audience thresholds apply**, and they differ: 300 users for LinkedIn, 100 matched users for Twitter / X, 1,000 matched users for TikTok. Below the threshold the audience is unusable, and TikTok goes further by renaming and stopping the feed.
* **Most offer both a server-side and a pixel connector**, and they reach different people - server-side reaches your identified customers, the pixel reaches anonymous visitors. Running both is the usual recommendation.

{% hint style="warning" %}
If you activate on both Meta Custom Audiences and Google Ads Customer Match, note that the expected data formats **before hashing** differ between them.
{% endhint %}

## Connectors

<table data-search="false"><thead><tr><th width="300">Connector</th><th></th></tr></thead><tbody><tr><td><a href="/connectors/destinations/linkedin.md">LinkedIn</a></td><td>Matched Audiences. Emails, AAID, profile data. Minimum 300 users.</td></tr><tr><td><a href="/connectors/destinations/meta.md">Meta</a> - <a href="/connectors/destinations/meta/custom-audiences.md">Custom Audiences</a>, <a href="/connectors/destinations/meta/pixel.md">Pixel</a></td><td>Facebook and Instagram. Emails, mobile IDs, profile data.</td></tr><tr><td><a href="/connectors/destinations/pinterest.md">Pinterest</a></td><td>Custom Audiences. Hashed emails, mobile IDs, phone hashes.</td></tr><tr><td><a href="/connectors/destinations/snapchat.md">Snapchat</a> - <a href="/connectors/destinations/snapchat/server-side.md">Server-side</a>, <a href="/connectors/destinations/snapchat/pixel.md">Pixel</a></td><td>Hashed emails, phone numbers, mobile IDs.</td></tr><tr><td><a href="/connectors/destinations/tiktok.md">TikTok</a> - <a href="/connectors/destinations/tiktok/server-side.md">Server-side</a>, <a href="/connectors/destinations/tiktok/pixel.md">Pixel</a></td><td>Hashed emails, mobile IDs, phone hashes. Minimum 1,000 matched users.</td></tr><tr><td><a href="/connectors/destinations/twitter-x.md">Twitter / X</a></td><td>Custom Audiences. Hashed emails, mobile IDs. Minimum 100 matched users.</td></tr></tbody></table>

## Related types

[Amazon Ads](/connectors/destinations/amazon-ads.md) is a retail media network with the same matching logic, but its connectors are documented under [DSP](/connectors/partner-types/dsp.md) because they reach a demand-side platform and a data onboarding product rather than a social feed.


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