One field group, six steps. And it works for every other Target activity type while you’re at it. What AP is, and why it’s worth measuring properly Automated Personalization is the smartest thing in Adobe Target. Instead of you deciding which experience each segment sees, AP builds a machine learning model per offer, watches which…
By Brian Hawkins, Head of Optimization Technology, Adswerve Forrester recently published The Forrester Wave™: Experience Optimization Solutions, Q3 2026, and Adobe was named a Leader. That headline will make the rounds on its own. What I find more interesting is what Forrester chose to evaluate—and how the definition of experience optimization itself has changed. Because…
Most enterprise optimization programs take the shape of whatever platform was in place when the program started. A company that runs Adobe Target ends up with a program that looks like Adobe Target: its workflow, its terminology, its reporting limits. A company on Optimizely or a feature-flag stack builds its process around those tools instead….
A question came up in a practitioner channel this week that a lot of people quietly struggle with, so I want to walk through the fix and then the bigger idea sitting underneath it. The scenario: someone was trying to QA a server-side Adobe Target activity. Client-side, QA is easy. You append a query parameter,…
Turn on Analytics for Target and a small cluster of dimensions shows up in your component list. Most practitioners drag “Target Activity > Experience” into a freeform table, get the numbers they need, and never look at the rest. That works right up until a report looks wrong, and then the answer is almost always…
A client called us last week with a very reasonable question. They had built swimlanes in Adobe Target using profile attributes, ran an A/A test to validate the setup, and pulled the numbers. The split was beautiful. Roughly 273,000 visitors in one lane, roughly 272,000 in the other. Textbook. Then they broke each lane down…
It is a fair question, and it is harder to answer than it should be. The information exists, but it is scattered across a documentation page, a legal product description, and a lot of half-right blog posts that were accurate three release cycles ago. One of those customers had been told by a third party…
There is real buzz around the Model Context Protocol right now. The question is not whether to use it with Adobe Target, but how. Here is an honest look at the two good answers. There is a lot of energy in the community right now around the Model Context Protocol, and for good reason. MCP…
If you run Adobe Target, you have probably heard that the Web SDK is where Adobe is taking everything. That is true. But “Adobe wants you to” is a weak reason to touch a stable personalization stack, and a bad reason to touch it badly. This post lays out what actually changes when you move…
Ask a room full of AEP practitioners to explain what a merge policy does and you will get a decent answer. Ask the same room how many merge policies their audiences currently touch, and which ones, and you will get silence. That silence is the problem. Merge policies are one of the few objects in…
