Exam AD0-E454

Certification journey for Adobe Audience Manager Architect Master

Learn how to become a certified Adobe Audience Manager Architect Master.

Minimum experience

You should have at least 3 years of experience with data collection methods, data management platforms, and digital marketing technology stacks across Adobe and non-Adobe marketing platforms. You understand clients’ unique technical and business requirements and develop customized solutions.

Additionally, you should be able to complete the following tasks:

  • Analyze business requirements to understand existing data and the additional data that is required
  • Design and develop specific implementations to meet customer requirements
  • Implement Adobe Audience Manager using different methodologies
  • Create segments
  • Activate audience segments across different Adobe and non-Adobe cloud solutions
  • Generate and analyze different reports within Audience Manager
  • Understand data collection strategies

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:

  • Audience Manager Consultant
  • Multi-solution Architect
  • Adobe Practice Lead
  • Enterprise Architect
  • Martech Architect
  • Technical Product Owner
  • Digital Marketing Specialist
  • Technical Architect
  • Technical Consultant
  • Marketing Technologist

Exam details

  • Level: Master (3-5 years’ experience)
  • Passing Score: 29/50
  • Time: 100 mins
  • Delivery: Online proctored (requires camera access) or test center proctored
  • Available languages: English
  • Cost: $225 (global) / $150 (India)
  • Exam ID: AD0-E454

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: Implementation analysis (26%)

  • Determine how to guide and support implementation of AAM as a stand-alone product or as part of a cloud solution
  • Analyze outbound destination options and recommend an AAM implementation approach
  • Determine a data onboarding strategy for a business use case
  • Identify features such as visitor profile viewer, tags, RBAC, and so on, to align with business goals
  • Determine how to design and test pixels required to create segments and traits

Section 2: Solution design and recommendations (18%)

  • Determine AAM capabilities based on customer use case for audience and activation
  • Apply procedural concepts to utilize audience identity solutions to complement design architecture
  • Identify attribute and behavioral data and map it to specific business use cases
  • Apply procedural concepts to design folder taxonomy and naming convention

Section 3: Segmentation and activation (30%)

  • Apply procedural concepts to create destinations in Audience Manager
  • Identify signals to create Rule-Based, Onboarded, and Algorithmic Traits
  • Apply procedural concepts to create segments using frequency/recency
  • Determine how to create segments using profile merge rules
  • Apply procedural concepts to create an algorithmic or predictive model
  • Determine segmentation logic based on use cases

Section 4: Privacy and data governance (8%)

  • Recommend Audience Manager capabilities as it relates to governance, privacy, and security
  • Identify customer data policies that are in line with government regulations

Section 5: Performance and reporting (18%)

  • Determine how to configure reports in AAM to gather signal, traits, and segment performance per business requirements

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: Implementation Analysis

Section 2: Solution Design and Recommendations

Section 3: Segmentation and Activation

Section 4: Privacy and Data Governance

Section 5: Performance and Reporting


The following sections and links will function only after a successful login to the Adobe Credential Management System.

About the certification exam

Adobe uses Examity to administer proctored exams online. In the Examity portal, you can:

  • Schedule, reschedule or cancel your exam. Please note that canceling and rescheduling must be initiated prior to 48 hours before the scheduled exam appointment. Candidates must modify this appointment themselves.

  • Pay for your exam. Pay for your certification exam either by voucher or credit card in the Examity portal. To purchase an exam voucher go to: Adobe Certification Voucher System. You can apply the voucher code when you schedule your exam. If you have a discount, it will apply at checkout.

  • Take your exam.

Schedule or take exam AD0-E454

Go to Examity portal


View the certification FAQ.

Additional questions? Contact us.

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