Activate audience data to profile request destinations


To activate data, you need the Manage Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.


This article explains the workflow required to activate audience data in Adobe Experience Platform profile request destinations. When used together with edge segmentation, these destinations enable same-page and next-page personalization use cases on your web and mobile properties. Read more about enabling same-page and next-page personalization use cases.

Examples of profile request destinations are the Adobe Target and the Custom personalization connections.


To activate data to destinations, you must have successfully connected to a destination. If you haven’t done so already, go to the destinations catalog, browse the supported personalization destinations, and configure the destination that you want to use.

Segment merge policy

Currently, profile request destinations only support the activation of segments that use the Active-on-Edge Merge Policy set as default.

Select your destination

  1. Go to Connections > Destinations, and select the Catalog tab.

    Destination Catalog tab

  2. Select Activate segments on the card corresponding to the personalization destination where you want to activate your segments, as shown in the image below.

    Activate buttons

  3. Select the destination connection that you want to use to activate your segments, then select Next.

    Select destination

  4. Move to the next section to select your segments.

Select your segments

Use the check boxes to the left of the segment names to select the segments that you want to activate to the destination, then select Next.

Select segments

(Beta) Map attributes


The mapping step, which enables attribute-based personalization for Adobe Target and generic personalization destinations, is currently in beta and your organization may not have access to it yet. This documentation is subject to change.

Select the attributes based on which you want to enable personalization use cases for your users. This means that if the value of an attribute changes or if an attribute is added to a profile, that profile will become a member of the segment and will be activated to the personalization destination.

Adding attributes is optional and you can still proceed to the next step and enable same-page and next-page personalization without selecting attributes. If you do not add any attributes in this step, personalization will still occur based on the segment membership and identity map qualifications for profiles.

Image showing the mapping step with an attribute selected

Select source attributes

To add source attributes, select the Add new field control on the Source field column and search or navigate to your desired XDM attribute field, as shown below.

Screen recording showing how to select a target attribute in the mapping step

Select target attributes


Some destinations require you to only select source attributes, while others require both source and target attributes.

Currently, the Adobe Target V2 destination requires only source attributes, while Custom Personalization with Attributes requires both source and target attributes.

To add target attributes, select the Add new field control on the Target field column and type in the custom attribute name that you want to map the source attribute to.

Screen recording showing how to select an XDM attribute in the mapping step

Schedule segment export

By default, the Segment schedule page shows only the newly selected segments that you chose in the current activation flow.

New segments

To see all the segments being activated to your destination, use the filtering option and disable the Show new segments only filter.

All segments

On the Segment schedule page, select each segment, then use the Start date and End date selectors to configure the time interval for sending data to your destination.

Segment schedule

Select Next to go to the Review page.


On the Review page, you can see a summary of your selection. Select Cancel to break up the flow, Back to modify your settings, or Finish to confirm your selection and start sending data to the destination.

Selection summary in the review step.

If your organization purchased Adobe Healthcare Shield or Adobe Privacy & Security Shield, select View applicable consent policies to see which consent policies are applied and how many profiles are included in the activation as a result of them. Read about consent policy evaluation for more information.

Data usage policy checks

In the Review step, Experience Platform also checks for any data usage policy violations. Shown below is an example where a policy is violated. You cannot complete the segment activation workflow until you have resolved the violation. For information on how to resolve policy violations, read about data usage policy violations in the data governance documentation section.

data policy violation

Filter segments

Also in this step you can use the available filters on the page to display only the segments whose schedule or mapping has been updated as part of this workflow. You can also toggle which table columns you want to see.

Screen recording showing the available segment filters in the review step.

If you are satisfied with your selection and no policy violations have been detected, select Finish to confirm your selection and start sending data to the destination.

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