Exam AD0-E457

Certification journey for Adobe Audience Manager Business Practitioner Expert

Learn how to become a certified Audience Manager Business Practitioner Expert.

Minimum experience

Your certification is valid for two years from when you pass. We recommend taking the newer version when possible, because it covers newer product capabilities.

You should have:

  • 1-2 years of experience in the field of marketing technology
  • 3-6 months of experience with audience activation
  • Experience with Boolean logic, digital marketing jargon, data analytics and strategies
  • Knowledge of business objectives and KPIs, familiarity with digital marketing technology stacks and various platform integrations, and an understanding of data flows (ID types, ID syncs, pixel tracking, people-based destinations)

You should be familiar with the following technologies and environments:


  • DSP Platform (Trade Desk, Double Click Bid Manager, and so on)
  • Excel
  • Tableau and similar tools (PowerBI, Qlik)
  • Ad Server (Double Click Campaign Manager)
  • Adobe/Google Analytics
  • Adobe Experience Platform
  • The BAAAM tool


  • Small/Medium/Enterprise level business
  • Digital marketing
  • Data and analytics

Your certification is valid for two years from when you pass. We recommend taking the newer version when possible, because it covers newer product capabilities.

Intended audience:

  • Digital Marketing Specialist
  • Marketing Technology Consultant
  • Audience Strategist
  • Behavioral Consultant
  • Digital Marketing Analyst
  • Marketing Data Analyst
  • Data Platforms Manager

Exam details:

  • Level: Expert (1-3 years’ experience)
  • Passing Score: 36/50
  • Time: 100 mins
  • Delivery: Online proctored (requires camera access) or test center proctored
  • Available languages: English
  • Cost: $225 (global) and $150 (India)
  • Exam ID: AD0-E457

Readiness self-assessment

Complete the online readiness questionnaire to see if your current experience matches the recommended minimum candidate qualification.

Exam objectives and scope

Section 1: Segment creation and syndication (25%)

  • Determine the appropriate method to create segments utilizing first-, second-, and third-party data for targeting and analytical purposes
  • Given a scenario, recommend segments for activation that align to business or campaign goals
  • Determine the appropriate method to syndicate segments to destinations for activation
  • Differentiate between the different types of destinations

Section 2: Trait creation (17%)

  • Recommend traits for a given audience strategy
  • Determine the correct method to create and update rule-based and/or onboarded traits

Section 3: Reporting and measurements (22%)

  • Given a scenario, analyze reports to provide actionable next steps to meet business goals
  • Given a scenario, analyze audience optimization

Section 4: Troubleshooting and administration (26%)

  • Given a scenario, verify audience delivery information to ensure scheduled delivery needs
  • Determine the appropriate practice to validate offline inbound files
  • Given a scenario, determine the correct method to perform QA against the ID sync
  • Determine the appropriate method to navigate and activate from the Adobe Audience Marketplace

Section 5: Taxonomy (10%)

  • Determine the appropriate structure to create traits and segments that utilize a clear and consistent nomenclature

  • Determine the correct technique to maintain an organized platform using a clear folder structure

You are not required to complete training before taking the exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience are critical to providing you with the repository needed to pass the exam.

Here are some suggested resources to help you prepare:

Section 1: Segment creation and syndication

Section 2: Trait creation

Section 3: Reporting and measurements

Section 4: Troubleshooting and administration

Section 5: Taxonomy


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Now that you have successfully logged in, the following links will be directly accessible.

Take a practice test

We recommend taking the free practice test before you start. You’ll have unrestricted access to all available practice tests for Adobe’s expert-level exams.

Our practice tests are all developed from the same blueprint as the live exams. The practice test will help you understand the topics covered in the live exam.

Please remember that passing a practice test does not guarantee you will pass the certification exam.

Go to the Adobe Certification Exam Prep Portal now to take a practice test.

Take the certification exam

Adobe uses two vendors to administer proctored exams, PSI and Examity.

  • PSI offers test center and Japanese exam options (where available)
  • Examity offers a remote online option

To schedule, reschedule, or cancel your exam, simply click on the vendor of choice, and follow the instructions provided on screen. It’s that simple!

Your profile name in the Adobe Credential Management System must exactly match your Government ID. Failure to have identical information or any mismatch will result in the proctor terminating the exam and will require you to reschedule your appointment in addition to paying an additional exam fee.

Cancellations and rescheduling are possible if initiated prior to 48 hours before the scheduled exam appointment. Candidates must modify this appointment themselves.

Exam number: AD0-E457

PSI Examity

You can pay for your certification exam by voucher or credit card. To purchase an exam voucher go to: Adobe Certification Voucher Center.

You can apply the voucher code when you schedule your exam. If you have a discount, it will apply at checkout.


View the certification FAQ.

Additional questions? Contact us.

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