[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fleveraging-reverse-etl-in-digital-advertising-platforms":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":475,"breadcrumbs":476,"reading_minutes":208,"category":484,"head":487},"2023-11-27T12:55:53",{"rendered":6},"\n\u003Cp>In the dynamic landscape of digital marketing, the ability to integrate analytical insights with operational systems is becoming increasingly crucial. \u003C\u002Fp>\n\n\n\n\u003Cp>One key technology that is facilitating this integration is reverse ETL, a process that involves moving data from a data warehouse or analytics platform to other systems. Reverse ETL can be a game-changer for digital marketers, particularly in the context of optimising remarketing campaigns and creating effective lookalike audiences for targeting expansion.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"understanding-reverse-etl\">\u003Cstrong>Understanding Reverse ETL\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Reverse ETL flips the traditional ETL process by extracting data from a data warehouse and loading it into other systems, such as advertising platforms. By leveraging reverse ETL, marketers can turn data-driven insights into actionable strategies that enhance the customer experience and drive more targeted marketing efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the primary benefits of reverse ETL for digital marketers is the hands-off nature of these system configurations; it’s a “set and forget” activity for the most part. Another primary benefit is that in many cases this sync can happen in near real-time, and certainly daily at least. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"remarketing-campaigns-and-lookalike-audiences\">\u003Cstrong>Remarketing Campaigns and Lookalike Audiences\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The data shared with advertising platforms would usually be customer information, subject to the necessary consents being provided, such as email addresses and phone numbers. Reverse ETL can also be utilised for improving customer experiences via ads through better targeting through customer\u002Faudience segmentation. This not only improves customer engagement but also allows for enhanced segmentation, ensuring that marketing campaigns are precisely targeted for maximum impact. \u003C\u002Fp>\n\n\n\n\u003Cp>Remarketing, a strategy that targets users who have previously interacted with a brand, can be significantly enhanced through reverse ETL. By sending customer interaction and purchase history data back to advertising platforms, marketers can tailor their remarketing campaigns with precision. Reverse ETL supports the creation of lookalike audiences—new users who share characteristics with an existing customer base—leading to more effective and targeted outreach.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ensuring-privacy-compliance\">\u003Cstrong>Ensuring Privacy Compliance\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While the benefits of reverse ETL for digital marketers are evident, it’s crucial to highlight the importance of privacy compliance. Marketers must adhere to data protection regulations such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgetting-ready-for-gdpr\u002F\">GDPR\u003C\u002Fa> and CCPA (among others), obtaining explicit consent from users before collecting and utilising their data for marketing purposes. Employing data anonymization and encryption techniques further ensures the protection of sensitive customer information during the reverse ETL process.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-get-started\">\u003Cstrong>How to get started\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This will depend on your organisation’s structure and existing technology stack, but many \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcrm\u002F\">CRM\u003C\u002Fa> or Customer Data Platforms (“CDP”) systems can easily facilitate this via a simple connection. CRM systems also usually come with simple ways to create audience segmentations which are dynamic and can be factored into this data sharing. \u003C\u002Fp>\n\n\n\n\u003Cp>Without a single source-of-truth of customer data, the challenge is a little trickier but not insurmountable. There are plenty of cloud ETL systems which support reverse ETL functions. Alternative options also include utilising cloud connection tools such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fzapier.com\u002F\">Zapier\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re just getting started in exploring these features, manual upload is also a temporary solution. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"conclusion\">\u003Cstrong>Conclusion\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Reverse ETL is a powerful tool that empowers digital marketers to seamlessly integrate analytics with operational systems, driving more personalised and effective marketing campaigns. By responsibly leveraging this technology and adhering to privacy regulations, marketers can unlock new levels of efficiency and impact in their digital marketing efforts. As the digital landscape continues to evolve, embracing reverse ETL is a strategic move for marketers seeking to stay ahead in the ever-changing world of online advertising. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> with our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team for support.\u003C\u002Fp>\n",false,"standard",[10,11],280,41,[],[14],108,[16,17,18,19,20,21,22,23,24],"post-26138","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-engineering","category-measurement",{"page_content_modules":26,"hero":204},[27,156],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Leveraging reverse ETL in digital advertising platforms",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":100},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[42,59,71,81,91],{"page":43,"link_text":47},{"ID":14,"post_author":44,"post_date":45,"post_date_gmt":45,"post_content":46,"post_title":47,"post_excerpt":46,"post_status":48,"comment_status":49,"ping_status":49,"post_password":46,"post_name":50,"to_ping":46,"pinged":46,"post_modified":51,"post_modified_gmt":51,"post_content_filtered":46,"post_parent":52,"guid":53,"menu_order":54,"post_type":55,"post_mime_type":46,"comment_count":56,"filter":57,"url_path":58},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":60,"link_text":70},{"ID":61,"post_author":62,"post_date":63,"post_date_gmt":63,"post_content":46,"post_title":64,"post_excerpt":46,"post_status":48,"comment_status":49,"ping_status":49,"post_password":46,"post_name":65,"to_ping":46,"pinged":46,"post_modified":66,"post_modified_gmt":66,"post_content_filtered":46,"post_parent":67,"guid":68,"menu_order":54,"post_type":55,"post_mime_type":46,"comment_count":56,"filter":57,"url_path":69},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":72,"link_text":75},{"ID":73,"post_author":44,"post_date":74,"post_date_gmt":74,"post_content":46,"post_title":75,"post_excerpt":46,"post_status":48,"comment_status":49,"ping_status":49,"post_password":46,"post_name":76,"to_ping":46,"pinged":46,"post_modified":77,"post_modified_gmt":77,"post_content_filtered":46,"post_parent":78,"guid":79,"menu_order":54,"post_type":55,"post_mime_type":46,"comment_count":56,"filter":57,"url_path":80},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":82,"link_text":90},{"ID":83,"post_author":44,"post_date":84,"post_date_gmt":84,"post_content":46,"post_title":85,"post_excerpt":46,"post_status":48,"comment_status":49,"ping_status":49,"post_password":46,"post_name":86,"to_ping":46,"pinged":46,"post_modified":87,"post_modified_gmt":87,"post_content_filtered":46,"post_parent":54,"guid":88,"menu_order":54,"post_type":55,"post_mime_type":46,"comment_count":56,"filter":57,"url_path":89},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":92,"link_text":95},{"ID":93,"post_author":44,"post_date":94,"post_date_gmt":94,"post_content":46,"post_title":95,"post_excerpt":46,"post_status":48,"comment_status":49,"ping_status":49,"post_password":46,"post_name":96,"to_ping":46,"pinged":46,"post_modified":97,"post_modified_gmt":97,"post_content_filtered":46,"post_parent":54,"guid":98,"menu_order":54,"post_type":55,"post_mime_type":46,"comment_count":56,"filter":57,"url_path":99},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":101,"id":101,"title":102,"filename":103,"filesize":104,"url":105,"link":106,"alt":46,"author":107,"description":46,"caption":46,"name":108,"status":109,"uploaded_to":54,"date":110,"modified":110,"menu_order":54,"mime_type":111,"type":112,"subtype":113,"icon":114,"width":115,"height":116,"sizes":117},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":118,"thumbnail-width":119,"thumbnail-height":119,"medium":120,"medium-width":121,"medium-height":122,"medium_large":123,"medium_large-width":124,"medium_large-height":125,"large":126,"large-width":127,"large-height":128,"1536x1536":129,"1536x1536-width":130,"1536x1536-height":131,"2048x2048":132,"2048x2048-width":133,"2048x2048-height":134,"post-thumbnail":135,"post-thumbnail-width":136,"post-thumbnail-height":137,"12_col":138,"12_col-width":139,"12_col-height":140,"default_landscape":141,"default_landscape-width":142,"default_landscape-height":116,"default_portrait":143,"default_portrait-width":116,"default_portrait-height":142,"6_col_and_margin_short":144,"6_col_and_margin_short-width":136,"6_col_and_margin_short-height":140,"11_col_and_margin":145,"11_col_and_margin-width":146,"11_col_and_margin-height":140,"9_col_rectangle":147,"9_col_rectangle-width":148,"9_col_rectangle-height":149,"11_col":150,"11_col-width":151,"11_col-height":140,"staff_image_696_600":152,"staff_image_696_600-width":115,"staff_image_696_600-height":116,"rectangular_thumbnail":153,"rectangular_thumbnail-width":154,"rectangular_thumbnail-height":155},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":157,"reduced":29,"top_overlap":158,"bottom_underlap":158,"disable_observer":-1,"heading":159,"cta_text":160,"cta_link":161,"items":162},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[163,177,189],{"type_key":17,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":169,"authors":170,"category":174},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[171],{"name":172,"image":173},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":175,"name":176},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":17,"title":178,"excerpt":179,"to":180,"postedAt":181,"readingTime":182,"image":183,"authors":184,"category":188},"Which Marketing Mix Modelling platform should you use?","\u003Cp>If you’ve decided to build a Marketing Mix Model (MMM), an important first step is to choose what platform you want to use. There are quite a few options, ranging from simple to complex, with different benefits to each You’ve probably come across these libraries already: Google’s Meridian, Meta’s Robyn, PyMC Marketing and a handful […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-marketing-mix-modelling-platform-should-you-use\u002F","2026-06-10T11:28:01",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fvaleria-nikitina-ie2R2t9fC9Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[185],{"name":186,"image":187},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":175,"name":176},{"type_key":17,"title":190,"excerpt":191,"to":192,"postedAt":193,"readingTime":194,"image":195,"authors":196,"category":203},"Beyond the click: Can you use MMM to prove the value of LLMs?","\u003Cp>LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing. Even before we consider how to influence visibility across AI search, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results? The […]\u003C\u002Fp>\n","\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms\u002F","2026-04-28T11:48:18",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Faerps-com-bUUrG6CMHiA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[197,200],{"name":198,"image":199},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":201,"image":202},"Petar Jovetic","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":175,"name":176},{"type":205,"style":206,"heading":30,"date":4,"updatedAt":207,"reading_minutes":208,"image":209,"imageAlt":30,"categories":210,"collections":474},"blog-post","light","2024-08-01T16:31:08",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fsimon-lee-zft-W1kVEhg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[211,390],{"id":10,"count":212,"description":213,"link":214,"name":215,"slug":216,"taxonomy":217,"parent":54,"meta":218,"acf":219,"head_links":220,"resource_count":54,"yoast_title":221,"yoast_meta":222,"yoast_json_ld":265,"_links":362,"path":214},10,"Behind the scenes of any good advertising campaign, customer experience or \u003Ca href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">data analysis\u003C\u002Fa> is the lifting, shifting and transformation of millions of rows of raw data. At Impression our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Solutions\u003C\u002Fa> team comprises data engineers familiar with advertising platforms, APIs, various industry tooling and web scraping -- and of course databases like \u003Ca href=\"\u002Fmedia-solutions\u002Fmodern-data-stack\u002F\">customer data platforms\u003C\u002Fa>. Check out the posts below.","\u002Fblog\u002Fcategory\u002Fdata-engineering\u002F","Data Engineering","data-engineering","category",[],{"hidden":7,"sub_title_override":215,"title_override":46},[],"Data Engineering - Impression",[223,225,228,231,234,237,239,242,244,247,250,253,256,259,262],{"property":224,"content":221},"title",{"name":226,"content":227},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":229,"content":230},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdata-engineering\u002F",{"name":232,"content":233},"og:locale","en-GB",{"property":235,"content":236},"og:type","article",{"property":238,"content":221},"og:title",{"property":240,"content":241},"og:description","Behind the scenes of any good advertising campaign, customer experience or data analysis is the lifting, shifting and transformation of millions of rows of raw data. 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