There’s a testing architecture pattern that gets adopted for the right reasons and kept for the wrong ones. Swimlanes are mutually exclusive traffic partitions enforced either through Adobe Target profiles or at the edge via Akamai or other platforms. They solve a real problem. But when they become the default foundation for an entire testing…
I have attended Adobe Summit for nearly 18 years, and Adobe Target has often been the product most appreciated by the practitioners in the room, even when it is not the product making the most noise in the keynotes. That is mostly fine. Target people know what they have. This year, though, the Adobe Target…
Optimization teams have never had more data, more tools, or more pressure to drive meaningful business impact. But as the ecosystem has grown more powerful, it has also grown more fragmented. Teams are now expected to connect experimentation, analytics, audience management, activation, and governance across multiple platforms — all while keeping programs scalable, observable, and…
Why Adobe should build a Profile Intelligence dashboard directly into Target, and why doing so will change how the entire industry thinks about personalization data. There is a quietly remarkable capability living inside Adobe Target that most of its users have never fully explored: the visitor profile. It persists across sessions and devices. It runs…
If you’ve spent any time in Adobe Target, you’ve probably hit the same ceiling I have: you can build great experiences with on-site behavior, a few profile attributes, and some Analytics segments… but your best customer context usually lives somewhere else. For a lot of orgs, that “somewhere else” is the data warehouse (BigQuery, Snowflake,…
Adobe Summit is coming up fast, and this year will be my 17th or 18th in-person Summit. I’ve been attending since Omniture acquired Offermatica in late 2007…which is, I guess, a way of saying I’ve watched “optimization” evolve from classic A/B testing into a world of decisioning, orchestration, real-time data, and now agentic AI. If…
Classifying cookies under GDPR and the ePrivacy Directive is often a gray area, and enterprise tools like Adobe Target frequently sit right on the dividing line between categories. Standard consent management platforms (like OneTrust or Cookiebot) typically divide non-essential cookies into three buckets: Performance/Analytics, Functional, and Targeting/Advertising. While some organizations default to throwing anything with…
Adobe Target teams are sitting on an incredible amount of signal – activities, offers, audiences, A4T data, and years of experimentation history. The hard part isn’t having data; it’s knowing what to do next. In a new early-peek demo, we walked through the Adobe Intelligence Services we’re building inside MiaProva to make that “what next?”…
At MiaProva, we’ve launched a new AI agent that generates an “Ogilvy Score” for any user-supplied URL—instantly grading how well a page lives up to timeless direct-response principles and turning that into testable ideas for your optimization program. This goes way beyond “your headline could be better.” The agent evaluates structure, clarity, proof, emotion, calls-to-action,…
The backstory A few months ago a large financial institution asked Adobe about an enterprise-grade optimization and personalization platform. They were evaluating several options and had one non-negotiable requirement: the platform must integrate with their analytics solution, Amplitude, which they use across many touchpoints on both client and server, including events that occur outside page…
