The two Target licences; Premium adds the AI-driven activity types and enterprise permissions.
Last checked 2026-09-28
CX Enterprise atlas / Customer Engagement | Campaign management
Adobe Target
ProductGenerally available
Customer EngagementCampaign management
Adobe's testing and personalization application. Marketers run A/B and multivariate tests, rules-based targeting, machine-learning personalization and product or content recommendations on websites, mobile apps, email and other connected channels. Licensed as Target Standard or Target Premium.
Integrates with 4
- Adobe Analytics
- Adobe Customer Journey Analytics
- Adobe Real-Time Customer Data Platform
- Adobe Journey Optimizer Experimentation Accelerator
Integrated by 20
- Adobe GenStudio for Performance Marketing: Adobe Target integration
- Adobe Workfront: Adobe Target modules
- Adobe Developer App Builder: Product API client libraries
- Adobe Analytics: Analytics for Target panel, Analytics for Target
- Adobe Audience Manager: Adobe Target integration
- Adobe Campaign: Target integration
- Adobe Customer Journey Analytics: Experimentation panel, Target reporting in CJA
- Adobe Experience Platform: Edge personalization destinations, Adobe Experience Platform Data Collection
- Adobe Journey Optimizer Experimentation Accelerator
- Adobe Journey Optimizer B2B Edition
- Adobe Marketo Engage: Experience Cloud audience sharing
- Adobe Real-Time Customer Data Platform
- CX Enterprise Audiences
- CX Enterprise Customer Attributes
- CX Enterprise Assets
- Adobe Visitor ID Service: Visitor ID Service for Target
- Adobe Advertising: Target integration
- Adobe Commerce
- Adobe Experience Manager Forms: A/B testing and targeting with Adobe Target
- Adobe Experience Manager Sites: Prepare menu, Adobe Target integration for Edge Delivery
Contains 12 parts, 90 entries
- Editions# Collection
- Target Standard# Edition
Also known as Adobe Target Standard
The base Target offering: visual creation and management of A/B tests and rules-based targeting, custom code in and outside the Visual Experience Composer, and a single-tag implementation on each page.
Last checked 2026-09-28
- Activities# Collection
Also known as Target activities, Target activity types
The activity types marketers create in Target to test or personalize content. Each activity combines audiences, experiences (offers) and success metrics, and runs on web, mobile apps, email, connected screens and other tagged channels.
Last checked 2026-09-28
- A/B Test# Capability
Also known as Manual A/B Test, Target A/B testing
Compares two or more experiences with a fixed traffic split over a pre-set test period and reports lift and confidence against a control. Shown as AB-M in the activity list.
Last checked 2026-09-28
- Bayesian statistics for A/B tests# Capability
Also known as Target Bayesian statistics
An alternative to Welch's t-test for A/B Test (Manual) activities with a Conversion goal, chosen in Goals & Settings. Reports show Chance to Beat Control, average lift and credible intervals, and can be monitored continuously without a fixed sample size. Added July 2026.
Last checked 2026-10-20
- Auto-Allocate# Capability
Also known as Target Auto-Allocate
A multi-armed bandit form of A/B test: it identifies a winning experience and shifts more traffic to it while the test keeps running. Always reports with Target data.
Last checked 2026-09-28
- Auto-Target# Capability
Also known as Target Auto-Target
A Premium A/B variant that uses machine learning to serve each visitor the marketer-defined experience most likely to convert, based on the visitor's profile and the behaviour of similar visitors.
Last checked 2026-09-28
- Automated Personalization# Capability
Also known as Target Automated Personalization
A Premium activity that combines offers across page elements and uses machine-learning models to match each visitor to the offer combination most likely to convert. Shown as AP in the activity list.
Last checked 2026-09-28
- Experience Targeting# Capability
Also known as Target Experience Targeting
Rules-based personalization (XT): delivers specific content to specific audiences according to marketer-defined allocation rules.
Last checked 2026-09-28
- Multivariate Test# Capability
Also known as Target Multivariate Testing
Tests combinations of offers across several page elements (MVT) to find the best-performing combination and to show which element contributes most to success.
Last checked 2026-09-28
- Recommendations activity# Capability
The activity type (REC) that displays recommended products or content chosen by criteria and rendered with a design. Configured with the Recommendations capabilities of Target Premium.
Last checked 2026-09-28
- Success metrics# Capability
The goals an activity is measured on: conversion, revenue, engagement, or an Adobe Analytics metric when Analytics is the reporting source.
Last checked 2026-09-28
- Activity QA# Capability
Also known as Target QA mode
QA links that let testers preview an activity's experiences on the live site before and after activation, without affecting reporting; mobile preview links serve the same purpose for apps.
Last checked 2026-09-28
- Sample Size Calculator# Capability, beta
Also known as Target Sample Size Calculator
A planning tool in the Activities menu that estimates the traffic, test duration, number of experiences or minimum detectable lift for an A/B test before launch, for conversion-rate or revenue-per-visitor metrics, with an optional Bonferroni correction for several offers. Beta since September 2026.
Last checked 2026-10-20
- Experience composers# Collection
The editors used to build the experiences an activity delivers.
Last checked 2026-09-28
- Visual Experience Composer# Capability
Also known as Target VEC
A visual editor for changing page content, layout and styles without editing code, with the option to insert custom HTML and JavaScript. Rebuilt with the new Target UI.
Last checked 2026-09-28
- SPA Visual Experience Composer# Capability
Also known as Single Page App Visual Experience Composer, VEC for Single Page Applications
The VEC for single-page applications: developers expose Target Views once, then marketers build A/B and Experience Targeting activities on SPAs without further development.
Last checked 2026-09-28
- Form-Based Experience Composer# Capability
Also known as Target Form-Based Composer
Non-visual experience creation for locations the VEC cannot render, such as emails, kiosks, server-side, mobile app and JSON deliveries.
Last checked 2026-09-28
- Audiences# Capability
Also known as Target audiences
Groups of visitors who qualify for an activity or experience. The Audiences list holds audiences created in Target or shared from Experience Cloud and Adobe Experience Platform; traffic can be split between experiences and throttled per audience.
Last checked 2026-09-28
- Rule-based audiences# Capability
Audiences defined in Target from visitor attributes such as location, browser, operating system, device, profile parameters or custom rules; can be reusable or activity-only.
Last checked 2026-09-28
- Experience Platform audiences# Integration
Also known as Target audiences from Adobe Experience Platform
Audiences built in Adobe Experience Platform and Real-Time CDP, available in Target for customers on the Platform Web SDK; usable as-is or combined with Target audiences.
Integrates with: Experience Platform
Last checked 2026-09-28
- Experience Cloud audience sharing# Integration
Also known as Target Experience Cloud audience sharing
Shares audiences between Experience Cloud applications (the Audience Library) so segments from Analytics or Audience Manager can be targeted in Target; relies on the Experience Cloud ID.
Integrates with: Audience Manager, Analytics
Built on: CX Enterprise Audiences
Last checked 2026-09-28
- Visitor profiles# Capability
Also known as Target profiles
Target's per-visitor profile store, holding built-in and custom profile attributes used for targeting, Recommendations and the machine-learning activities.
Last checked 2026-09-28
- Profile scripts# Capability
Server-side JavaScript snippets that compute and store profile attributes on each request, for example to count visits or record the last category viewed.
Last checked 2026-09-28
- Offers# Capability
Also known as Target offer library, Offers library
The offer library of reusable content served in experiences, split into code offers and image offers and organised in folders. Offers can come from Target, Target Classic or Adobe Experience Manager.
Last checked 2026-09-28
- HTML offers# Capability
Code offers containing HTML, CSS or JavaScript that are inserted into a page location.
Last checked 2026-09-28
- JSON offers# Capability
Offers carrying JSON data for form-based activities, SPAs, mobile apps and server-side delivery.
Last checked 2026-09-28
- Redirect offers# Capability
Offers that send the visitor to a different URL; also used for email and ad image testing.
Last checked 2026-09-28
- Remote offers# Capability
Offers whose content is stored outside Target and fetched from a remote URL at delivery.
Last checked 2026-09-28
- Image offers# Capability
Images stored in the offer library for use in visual experiences.
Built on: CX Enterprise Assets
Last checked 2026-09-28
- AEM Experience Fragments and Content Fragments# Integration
Also known as Target AEM fragments
Experience Fragments and Content Fragments authored in Adobe Experience Manager and exported to Target as offers, for A/B Test, Auto-Allocate, Auto-Target, AP and XT activities (not MVT or Recommendations). Requires an AEM licence.
Last checked 2026-09-28
- Recommendations# Capability
Also known as Target Recommendations, Adobe Target Recommendations
Target Premium's recommendation engine: it suggests products, content or other items based on visitor behaviour and catalog attributes, on pages, apps and emails. Built from entities, criteria and designs, and testable against each other.
Last checked 2026-09-28
- Criteria# Collection
Also known as Recommendations criteria, Recommendations algorithms
Rules that decide which items to recommend, chosen by industry vertical and algorithm type; a custom recommendation key can drive them from a profile attribute.
Last checked 2026-09-28
- Cart-based algorithms# Capability
Recommend from the visitor's cart contents: people who viewed or bought these also viewed or bought.
Last checked 2026-09-28
- Popularity-based algorithms# Capability
Most viewed and top sellers across the site, by category or by item attribute, or top by an Analytics metric.
Last checked 2026-09-28
- Item-based algorithms# Capability
Items related to the one being viewed: viewed this viewed that, bought this bought that, and items with similar attributes.
Last checked 2026-09-28
- User-based algorithms# Capability
Recommendations from the visitor's own behaviour: Recently Viewed Items and Recommended for You.
Last checked 2026-09-28
- Custom criteria# Capability
Recommendations supplied from an uploaded file produced by the customer's own algorithm.
Last checked 2026-09-28
- Designs# Capability
Also known as Recommendations designs
Templates (Velocity-based HTML or JSON) that control how recommendations render, such as rows, columns or grids; start from a default design or write a custom one.
Last checked 2026-09-28
- Catalog# Capability
Also known as Recommendations catalog, Catalog search
The full set of recommendable entities for a Recommendations account, searchable in the UI and organised into collections.
Last checked 2026-09-28
- Entities# Capability
Also known as Recommendations entities
The items to recommend (products, articles, videos, listings and so on) with their attributes, sent through feeds or on-page parameters.
Last checked 2026-09-28
- Feeds# Capability
Also known as Recommendations feeds
Scheduled imports of entities from CSV files, Google Product Search format or Adobe Analytics product classifications.
Last checked 2026-09-28
- Collections# Capability
Also known as Recommendations collections
Rule-defined subsets of the catalog, such as a category or price range, that a recommendation draws from.
Last checked 2026-09-28
- Exclusions# Capability
Also known as Recommendations exclusions
Rules that keep specific items, such as out-of-stock or low-margin products, out of recommendations.
Last checked 2026-09-28
- Promotions# Capability
Also known as Recommendations promotions
Items pinned into recommendation slots regardless of the algorithm, for example new arrivals or sponsored products.
Last checked 2026-09-28
- Recommendations as an offer# Capability
Places a recommendation inside A/B Test, Auto-Allocate, Auto-Target and Experience Targeting activities, so recommendations and other content can be tested and personalized together.
Last checked 2026-09-28
- Recommendations Classic# Application
Also known as Adobe Recommendations Classic
The earlier, standalone recommendations product, documented only as an archived PDF; Adobe compares it with Recommendations activities in Target Premium.
Last checked 2026-09-28
- Reporting# Collection
Also known as Target reports
Activity reporting in Target and the alternative reporting sources. Each activity reports to one source: Target, Adobe Analytics (A4T) or Customer Journey Analytics.
Last checked 2026-09-28
- Target activity reports# Capability
Reports inside Target with lift, confidence and conversion per experience, including the MVT Experience Performance and Location Contribution reports and the AP Activity and Offer Level reports.
Last checked 2026-09-28
- Personalization Insights reports# Capability
Reports for Auto-Target and Automated Personalization, such as Automated Segments and Important Attributes, that explain which visitor traits drove the model's decisions.
Last checked 2026-09-28
- Estimated lift in revenue# Capability
Activity-list column predicting the revenue increase if all visitors saw the winning experience.
Last checked 2026-09-28
- Analytics for Target# Integration
Also known as Adobe Analytics as the reporting source for Target
A4T: uses Adobe Analytics as an activity's reporting source, so Analytics metrics and segments can be applied to Target results at any time; supported for A/B, XT, MVT and (with limits) Auto-Allocate and Auto-Target activities.
Integrates with: Analytics
Built on: Supplemental Data ID (SDID)
Last checked 2026-09-28
- Target reporting in Customer Journey Analytics# Integration
Also known as Customer Journey Analytics as a Target reporting source
Makes Customer Journey Analytics the reporting source for an activity, so CJA metrics and the Experimentation panel can analyse Target tests alongside Journey Optimizer experiments.
Integrates with: Customer Journey Analytics
Last checked 2026-09-28
- Implementation# Collection
Also known as Target implementation
The ways to connect a site, app or server to Target: client-side libraries, mobile SDKs, server-side SDKs and APIs, or a hybrid of these.
Last checked 2026-09-28
- at.js# API / SDK
Also known as Target at.js JavaScript library
Target's client-side JavaScript library for web pages and single-page applications; it requests and renders activities and supports client-side on-device decisioning.
Last checked 2026-09-28
- Platform Web SDK implementation# API / SDK
Also known as Target via Adobe Experience Platform Web SDK
Implementing Target through the Adobe Experience Platform Web SDK and Edge Network, which also serves other CX Enterprise applications; required for Experience Platform audiences in Target. Adobe documents a migration path from at.js 2.x.
Built on: Experience Platform
Last checked 2026-09-28
- Mobile SDK implementation# API / SDK
Also known as Target for mobile apps
Testing and personalization in iOS and Android apps through the Adobe Experience Platform Mobile SDK, the recommended mobile implementation.
Last checked 2026-09-28
- Server-side SDKs# Collection
Also known as Target SDKs
Libraries that call Target from application servers, wrapping the Delivery API and supporting on-device decisioning.
Last checked 2026-09-28
- Node.js SDK# API / SDK
Also known as Target Node.js SDK
Target server-side SDK for Node.js, open source on GitHub.
Last checked 2026-09-28
- Java SDK# API / SDK
Also known as Target Java SDK
Target server-side SDK for Java, open source on GitHub.
Last checked 2026-09-28
- .NET SDK# API / SDK
Also known as Target .NET SDK
Target server-side SDK for .NET applications.
Last checked 2026-09-28
- Python SDK# API / SDK
Also known as Target Python SDK
Target server-side SDK for Python applications.
Last checked 2026-09-28
- On-device decisioning# Capability
The SDKs and at.js download a rule artifact from the CDN and decide A/B and Experience Targeting activities in memory, at near-zero latency, instead of calling the Edge Network; a live server call remains available when the freshest decision is needed.
Last checked 2026-09-28
- Hybrid implementation# Capability
Combining server-side and client-side Target implementations, for example deciding on the server and rendering in the browser.
Last checked 2026-09-28
- Email implementation# Capability
Also known as Target AdBox and Redirector
Non-JavaScript delivery for emails, ads and affiliate sites: AdBox returns different images and Redirector sends visitors to different landing pages from a single Target URL.
Last checked 2026-09-28
- Content pre-hiding# Capability
Reduces flicker by hiding only the page sections Target is about to change while content loads, instead of the whole page. Generally available since September 2026 after limited availability.
Last checked 2026-10-20
- Response tokens# Capability
Configurable values (activity, experience, profile and geo data) that Target returns with each response for debugging or passing to other tools.
Last checked 2026-09-28
- Target APIs# Collection
Also known as Adobe Target APIs
REST APIs behind Target. Admin-type APIs (including Recommendations, Reporting and Models) need authentication through Adobe Developer Console; the Delivery API does not.
Last checked 2026-09-28
- Delivery API# API / SDK
Also known as Target Delivery API
Retrieves personalized content for web, mobile and non-browser devices such as connected TVs, kiosks and in-store screens.
Last checked 2026-09-28
- Admin API# API / SDK
Also known as Target Admin API
Creates and manages activities, audiences, offers, properties, mboxes, hosts, environments and reports.
Last checked 2026-09-28
- Profile API# API / SDK
Also known as Target Profile API
Reads and updates visitor profiles stored in Target, individually or in bulk.
Last checked 2026-09-28
- Reporting API# API / SDK
Also known as Target Reporting API
Exports A/B Test and Automated Personalization report data; part of the Admin API collection.
Last checked 2026-09-28
- Recommendations API# API / SDK
Also known as Target Recommendations API
Manages Recommendations entities, criteria, designs, collections and exclusions programmatically.
Last checked 2026-09-28
- Models API# API / SDK
Also known as Target Models API
Manages blocklists of features to exclude from Target's machine-learning models; not available in the UI.
Last checked 2026-09-28
- AI features# Collection
Also known as Target AI features
AI inside Target beyond the machine-learning activity types (Auto-Allocate, Auto-Target, Automated Personalization, Recommendations): assistants and agent access.
Last checked 2026-09-28
- AI Assistant in Target# Capability, deprecated
Also known as Target AI Assistant Product Knowledge
The Experience Platform AI Assistant inside the Target UI, answering product-knowledge questions grounded in Experience League documentation. Its Target documentation now redirects to the Coworker skills page, and the Target guide points to Coworker as the in-product helper; the Target product page still lists it as AI Assistant – Product Knowledge.
Replaced by Coworker skills for Adobe Target
Powers: AI Assistant
Last checked 2026-10-20
- Coworker skills for Adobe Target# Capability
Also known as Target plugin for Coworker
The Target plugin for CX Enterprise Coworker: natural-language skills in Coworker Chat to browse activities, audiences and offers, create A/B, Experience Targeting, VEC and Recommendations activities, audit the program for collisions and hygiene issues, judge whether a test is ready to ship, plan sample sizes, recommend what to test next and diagnose Recommendations delivery and feed issues.
Integrates with: CX Enterprise Coworker
Last checked 2026-10-20
- AI insights for A/B tests# Capability, beta
Also known as Target AI insights
An AI insights panel in the Activity Overview of A/B Test activities with manual traffic allocation. Once a test reaches statistical significance it explains which attributes of the winning experience likely drove the result and suggests new experience ideas, hypotheses and implementation guidance. Beta since September 2026.
Last checked 2026-10-20
- Content Accelerator# Capability
Also known as Target AI Assistant Content Accelerator
Generative AI suggestions for activity copy and imagery inside Target.
Last checked 2026-09-28
- Adobe Target MCP server# API / SDK, beta
Also known as Target MCP server
A Model Context Protocol server that gives MCP clients such as Claude, ChatGPT, Cursor and Copilot Studio read and write access to Target: auditing and creating A/B and XT activities, reports (including A4T), audiences, offers and implementation settings. 62 tools in 11 categories. Public beta.
Last checked 2026-09-28
- Recommendations tools# Capability, beta
MCP tools, added September 2026 in public beta, to list, create and update Recommendations criteria, collections, designs, promotions and exclusions and search the catalog. Needs Target Premium.
Last checked 2026-09-28
- Administration# Collection
Also known as Target administration
Account settings: VEC and reporting defaults, implementation settings, properties, hosts and environments, allowlisted URLs, response tokens, users and Recommendations settings.
Last checked 2026-09-28
- Hosts and environments# Capability
Groups the domains that call Target into environments (such as development, staging and production) so activities can be tested before going live.
Last checked 2026-09-28
- Users and roles# Capability
Observer, Editor, Approver and Publisher roles managed through Adobe Admin Console; per-property roles with Enterprise User Permissions.
Integrates with: Product permissions
Last checked 2026-09-28
- Integrations# Collection
Also known as Target integrations
First-party connections between Target and other CX Enterprise applications. Reporting (A4T, CJA), audience sharing and AEM fragments are listed with the features they extend.
Last checked 2026-09-28
- Real-Time CDP integration# Integration
Also known as Target Real-Time CDP integration
Direct Target integration with Real-Time CDP on the Edge: a Target destination with governance and policy enforcement, Real-Time CDP segments and shared profile attributes for same-page and next-session personalization, without depending on Audience Manager.
Integrates with: Real-Time Customer Data Platform
Last checked 2026-09-28
- Experimentation Accelerator integration# Integration
Also known as Target and Journey Optimizer Experimentation Accelerator
Journey Optimizer Experimentation Accelerator analyses past and running Target experiments and suggests what to test next, inside the Target console.
Integrates with: Journey Optimizer Experimentation Accelerator
Last checked 2026-09-28