> ## Documentation Index
> Fetch the complete documentation index at: https://docs.zeotap.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Activate Audience on Destinations

> Activation is the process of linking the cohort of customers to various advertising platforms, such as Facebook, Adform, Twitter and more. This allows you to implement focused marketing strategies that align with the criteria established for the target cohort.

After defining the audience, you can activate it on a Destination either immediately or you can choose to activate it later. You can revisit this Audience later for further modifications.

* To activate the Destination immediately, after defining the criteria for your Audience, on the last screen of the Audience creation, click **Activate Now.**

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  <img src="https://mintcdn.com/zeotap/cTmgcQYl-5jOouxf/articles/get-started-guide/Storage/get-started-guide/activate-the-audience/activate-the-audience-2024-02-03.png?fit=max&auto=format&n=cTmgcQYl-5jOouxf&q=85&s=851faf7e2cc47b2fc0be4caba9fd231b" alt="" width="3584" height="1802" data-path="articles/get-started-guide/Storage/get-started-guide/activate-the-audience/activate-the-audience-2024-02-03.png" />
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* This takes you to a new screen, where you can either choose to enable [A/B testing](/articles/segment-customer/ab-testing) on the Audience or activate the created audience by linking it to a specific Destination as shown in the image below.
  * **Set A/B Test** – This functionality is exclusively available for users who have opted for it. Selecting this option takes you to a screen where you can split the audience into two or more variations. For more information about AB testing and its application, refer [here](/articles/segment-customer/ab-testing).
  * **Link to Destination** – This functionality helps you to activate the created Audience by linking to a Destination. For step-by-step instructions on how to activate an Audience, refer [here](/articles/segment-customer/link-the-destination).

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