Experience Platform segment sharing with Audience Manager and other Experience Cloud solutions

NOTE

Contact your Adobe sales representative to unlock access to this functionality.

Overview

The audience sharing functionality between Audience Manager and Adobe Experience Platform allows you to share your Audience Manager traits and segments to Adobe Experience Platform and vice-versa. You need the Audience Manager Connector to enable audience sharing between Audience Manager and Adobe Experience Platform.

You can use Audience Manager traits and segments in Experience Platform to add Audience Manager data to your customer profiles and to benefit from the Experience Platform segmentation service.

In Audience Manager, you can use Experience Platform segments for Data Management Platform use cases, such as:

Additionally, your Experience Platform segments are shared to other Experience Cloud solutions, via Core Services.

IMPORTANT
  • You need an Audience Manager license to enable the Data Management Platform use cases mentioned above.
  • You do not need an Audience Manager license to share Experience Platform segments with Adobe Advertising Cloud, Adobe Target, Marketo, and other Experience Cloud solutions, via the Core Services integration.


 

See the table below for an overview of audience sharing use cases:

Use Case Adobe Experience Platform Audience Manager Core Services
Audience Sharing
  • Enrich customer profiles with Audience Manager data
  • Use Audience Manager data in Experience Platform segmentation
  • Add third party data to segments
  • Algorithmic modeling
  • Activation to additional destinations
Use Experience Platform segments in other Experience Cloud solutions, such as Adobe Target, Advertising Cloud, or Marketo.


 

Audience Manager segments and traits in Adobe Experience Platform

Your Audience Manager traits and segments appear in Experience Platform as Audiences in the segment workflow. For more information on your Audience Manager segments and traits in Experience Platform, see:


 

Adobe Experience Platform segments in Audience Manager

Segments that you create in Experience Platform appear in your Audience Manager interface as signals, traits, and segments, with the following composition rules:

  • Signal: For each Experience Platform segment, you should see signals in the form segID = segment ID.
  • Trait: The trait rule is the ID of the Experience Platform segment.
  • Segment: The segment consists of the trait described above.

Signals

Select Audience Data > Signals > General Online Data and search by SegId to find signals coming in from Experience Platform. You can use this screen for debugging purposes, to check if the integration between Experience Platform and Audience Manager has been set up correctly.

See Experience Platform signals in Audience Manager in the Signals dashboard

Traits

Audience Manager automatically creates a trait folder called Experience Platform Traits in your trait storage.

Traits from Experience Platform dashboard

You can use automatically created traits in segments alongside other traits. For example, you can mix traits created from Experience Platform segments with third party traits acquired through the Audience Marketplace.

For an example of a trait created automatically from an Experience Platform segment, see the screenshot below:

Trait from Experience Platform

Item number Name Description
1 Trait Type Traits created from Experience Platform segments are created as onboarded traits in Audience Manager.
2 Data Source Automatically created. All traits and segments that are created automatically from Experience Platform segments are stored in the data source Adobe Experience Platform Audience Sharing.
3 Integration Code The integration code corresponds to the segment ID in Experience Platform.
4 Trait Expression The trait expression is segID = segment ID in Experience Platform.
5 Segments with this Trait An automatically created segment that uses this trait as its composition.


 

Segments

Audience Manager automatically creates a segment folder called Experience Platform Segments in your segment storage.

Screenshot of dashboard

For an example of a segment created automatically from an Experience Platform segment, see the screenshot below:

Screenshot of segment

Item number Name Description
1 Integration Code The integration code corresponds to the segment ID in Experience Platform.
2 Data Source Automatically created. All traits and segments that are created automatically from Experience Platform segments are stored in the data source Adobe Experience Platform Audience Sharing.
3 Profile Merge Rule External Merge Policy indicates that automatically created segments follow the merge policy set up in Experience Platform.
4 Segment Rule The segment consists of the trait described in the Traits section.

Audience Manager Data Export Control support in Experience Platform

In order to enforce data usage compliance in Experience Platform, all applicable datasets and fields must be given appropriate data usage labels. In addition, data usage policies must be enabled for specific marketing actions against those labels, as outlined by the Data Usage Labeling and Enforcement (DULE) framework.

In the audience sharing process between Audience Manager and Experience Platform, any Data Export Controls that have been applied to Audience Manager segments are translated to equivalent labels and marketing actions recognized by Experience Platform Data Governance, and vice versa.

NOTE

For more general information on Data Export Controls, please refer to the Data Export Controls documentation.

This document provides a reference for how specific Audience Manager Data Export Controls map to data usage labels and marketing actions in Platform.

Data Export Controls to data usage labels

The following table outlines how specific Data Export Controls map to recognized data usage labels:

Data Export Control Data usage label
Cannot be used with personally identifiable information C3: Data cannot be combined or otherwise used with directly identifiable information
Cannot be used for offsite ad targeting C5: Data cannot be used for interest-based, cross-site targeting of content or ads
Cannot be used for onsite ad targeting C6: Data cannot be used for on-site ad targeting
Cannot be used for onsite personalization C7: Data cannot be used for on-site targeting of content

Data Export Controls to marketing actions

The following table outlines how specific Data Export Labels map to recognized marketing actions:

Data Export Label Marketing action
This destination may enable a combination with personally identifiable information (PII) Combine with PII
This destination may be used for off-site ad targeting Cross Site Targeting
This destination may be used for on-site ad targeting Onsite Advertising
This destination may be used for on-site ad personalization Onsite Personalization

Understand segment population differences between Audience Manager and Experience Platform

Segment population numbers can vary between your Audience Manager and Experience Platform segments. While segment numbers for similar or identical audiences should be close, differences in populations can be due to factors listed below.

Segment evaluation in Experience Platform

Audience Manager updates reporting numbers in the interface once per day. The timing of this update rarely aligns with the time of the segment evaluation in Experience Platform.

Differences between Profile Merge Rules and Merge Policies

Profile Merge Rules in Audience Manager and Merge Policies in Experience Platform work differently, and the identity graph used for each varies. Because of this, some differences between segment populations are expected.

Segment composition in Experience Platform

The integration between Adobe Experience Platform and Audience Manager shares a number of standard identity namespaces for all customers: ECID, IDFA, GAID, hashed email addresses (EMAIL_LC_SHA256), AdCloud ID, etc… If your Experience Platform segments use any of these as primary identity for the qualified profiles, the profiles are counted in Audience Manager traits and segments.

Additionally, Audience Manager can register the incoming realizations for any custom identity namespaces that you use in Experience Platform segments if:

  • the identity is marked as primary and
  • you already have a corresponding cross device data source in Audience Manager.
NOTE

Audiences in Experience Platform with identities keyed off raw emails never appear in Audience Manager.

For example, if you had an Experience Platform segment “All my customers”, and the qualified profiles would be CRM IDs, ECID, IDFA, raw and hashed email addresses, the corresponding segment in Audience Manager would only include profiles keyed off CRM IDs, ECID, IDFA, and hashed email addresses. The segment population in Audience Manager would be smaller than the one in Experience Platform.

Experience Platform to Audience Manager segment sharing - segment composition

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