share segments marketing cloud

Share Audience Manager Segments in Adobe Target

[UPDATE 29/10/2017] As Javier has pointed out and after some internal checks, there is no destination any more nor any mappings. Nothing is wrong with it, as it will still work as expected. Just ignore the section “Check mapping in AAM”. Thanks Javier!

Adobe is now selling a Marketing Cloud. You can still get a license for individual products, but the moment you have two or more, you should connect them together. Today I am going to explain how you should connect Adobe Audience Manager and Adobe Target. The use case is very simple: you want to use AAM segments to create personalisations through Target. And you want this segment sharing to happen in real time: as soon a user qualifies for a segment in AAM, you want to be able to use it in Target.

Before you can do that, you need to get Shared Audiences provisioned, if you have not done it yet. Only when you have received the confirmation from client care, you should proceed with the rest of the steps in this blog post.

The first thing you should do is check that the provisioning has been done correctly, by confirming you have a new destination in AAM:

aam destination target

The destination name should be “Adobe Target – ” followed by your target client ID. Do not edit or change anything on that segment.

Create segments in AAM

You can now create segments in AAM, if you have not done so before. One important detail is that you must not map the segments you intend to use in Target to the previous Target destination. From experience, if you do this mapping, it will only create confusion and it will not work. Just create the segments:

aam segments

Segments in Target

It is now time to go to Adobe Target (I will only consider Target Standard/Premium) and click on the Audiences top menu item. You will be presented with all audiences or segments available to Target:

target audiences

Surprisingly, or not, you can see all those same segments from AAM in Target, plus all the native Target segments. Segments coming from AAM will be labelled as “Marketing Cloud” in the source column, for obvious reasons. Remember, we have not mapped the segments in AAM to the Target destinations; all of AAM segments are immediately available in Target. Be careful with the “All Visitors” segment, as it shows up twice: one with the AAM definition and the other with the Target definition. In case you have created some real-time segments in the Marketing Cloud or shared some segments from Adobe Analytics, you will see them here too, all of them also marked as “Marketing Cloud”.

Create an activity in Target

You are now in a position to create your Target activity. You will most likely want to create an XT activity and assign an experience for each relevant segment. When selecting the segments for each activity, just select the AAM segment from the list. Once the activity is ready, you will get something similar to:

target activity with aam segment

Check mapping in AAM

I already mentioned a couple of times that you should not map the AAM segments to the Target destination. I did not mention that the Adobe Marketing Cloud does it for you. Back in AAM, you should be able to see the segments used in Adobe Target, mapped to the Target destination:

aam segments mapped to target

And that’s all, it couldn’t be easier!

Now, every time a visitor qualifies for a segment in AAM, he/she will get the corresponding experience created in Target on the next page.

15 thoughts on “Share Audience Manager Segments in Adobe Target”

  1. Hola Pedro,

    Lo primero, muchas gracias por el artículo, es de gran ayuda.

    Te quería hacer una consulta, ¿sigue siendo fundamental tener la destination? Te lo digo porque yo creo los segmentos en AAM y los veo en Target sin haberla creado, ¿hay alguna diferencia?

    Muchas gracias!

    • Hola Javier,
      Me alegro que te haya sido de ayuda. Ese es mi objetivo. Esta “destination” se crea automáticamente, tú no tienes que hacer nada. Además, creo que ha habido cambios en la integración, que la han hecho más simple. Voy a comprobarlo y actualizar el artículo si es necesario.
      Un saludo!

  2. Pedro – I dug this up because I have a question on this for you. When someone qualifies for a segment in AAM that is mapped/available in Target then this will be reflected in Target but when someone disqualifies from a segment in AAM, is that also reflected in Target right away? Is the qualification being evaluated on every page view or once you qualify, you are there till end of time in Target?

    • Jerry, tricky question 😉 AAM disqualifies you from the segment immediately. However, in Target, there are a few details you need to consider.
      1. Target has a setting for the frequency it calls AAM to check for the segments: once per visit or on every hit. Obviously, in the former, Target will not get the disqualification immediately.
      2. In an XT activity, when you disqualify for a segment, but you do not qualify for any other segment in the same activity, Target will keep you in the last experience. You always need to create a catch-all segment at the bottom of the activity, which must be a custom made segment (the all visitors will not work).

  3. Dear Pedro,

    I came across you post it was very useful. As I understand the overall journey on how we can use the AAM segments in Target. However If I create the segments in AAM and I am able to see the Segment Name in Target Audience List but I am still not submit any form to Will that helps to utilize the segments even I am not submit or is that mandatory if so what would be the cost need to pay after enable this features.


    • Hi Vijay,
      You should check with your CSM if this feature has already been enabled for you. Maybe you have not done it, but someone else has. The CSM will also explain you the costs. I know enabling it does not have a cost, but I cannot tell you exactly how the usage works.

  4. Hi Pedro,

    One of the major problems with the Target –> AAM integration is the massive amount of server calls that come to AAM. Is there a way for Target to only call AAM when a user hits a page that has an AAM segment assigned to it?

    For Example:
    Target is running an experiment on Product Page XYZ using an AAM segment; Target calls AAM when user reaches Product Page XYZ, but not when user reaches the Homepage.

    • Hi Dave,
      There is currently no way of configuring the AT-AAM integration with such granularity. The only option that is offered now, which was not available when I wrote this post, is to make a call only once per visit: AT will only call AAM on the first page of a visit.

  5. Hi Pedro,

    Thanks for the excellent article.

    I would like to understand if there is a way we can access the resolved AAM segments in Target profile scripts.

    • Hi Sreenivas,
      That is a very good question, one for which I do not have an answer. I will need to ask around, as I have never created a Target profile script.

    • Apparently this is not possible. However, that should not be an issue. In Target, you can combine AAM segments and those generated in profile scripts.

      • Thanks for the update Pedro.

        My use-case is a little different where we want to scale personalization with minimal manual setup of activities.
        I was thinking of using Recommendations feature of Target where a feed can be used in the form of CSV file. Would be easier for business authors to update content and audience segments in that file.
        We can setup a one-time target activity to use a profile script as the Key. That profile script will return the resolved AAM segments and the recommendation engine will pull the content associated to that segment.

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