Destinations are pre-built integrations with destination platforms that allow for the seamless activation of data from Experience Platform. You can use destinations to activate your known and unknown data for cross-channel marketing campaigns, email campaigns, targeted advertising, and many other use cases.
Control which profile change types trigger exports to a destination. Enable or disable three trigger types per dataflow: attribute changes, audience qualification and disqualification, and identity changes. All three triggers are enabled by default. During beta, this feature is available on request. Contact your Adobe representative to request access. {modal="regular"}
Route data exports to Azure Blob Storage, Azure Data Lake Storage Gen2, and Azure Event Hubs over private IP addresses on the Microsoft Azure backbone instead of the public internet. This feature is available to customers with Healthcare Shield or Privacy and Security Shield entitlements. Contact your Adobe representative to request setup.
A new Private Link Enabled dropdown selector is now available when configuring Snowflake streaming and batch destination connections. Enable this option only if your Snowflake account is configured for private link-only inbound access. Leaving this set to False for private link-only accounts causes data sharing to fail. This update is being rolled out through June 19, 2026. {modal="regular"}
Export array fields as enrichment attributes when activating audiences to cloud storage destinations. Select individual fields from an array of objects, or export the full array. The data is then exported as separate columns in JSON and Parquet output. {modal="regular"}
Starting June 8, 2026, Facebook blocks audiences containing restricted or sensitive data (such as health or financial information) under its Terms of Service. See the restricted audience data section for troubleshooting steps.
The maximum number of external audiences (such as custom upload, Federated Audience Composition, and Audience Composition) that can be activated per destination instance has been increased to 100.
Previously, datasets with fewer than 50,000 records were sometimes split into multiple files. Datasets with 50,000 records or fewer are now always exported as a single file.
Experience Data Model (XDM) is an open-source specification that provides common structures and definitions (schemas) for data that is brought into Experience Platform.
The schema browse page now includes additional schema metadata, enhanced filtering options, user-defined tags and folders, and inline actions for common schema management tasks. These updates help you find, organize, and manage schemas more efficiently from a single location. {modal="regular"}
Real-Time Customer Profile gives you a complete view of each individual customer by combining data from multiple channels, including online, offline, CRM, and third-party data. Use Profile to consolidate your customer data into a unified view offering an actionable, timestamped account of every customer interaction.
New or updated features
Feature
Description
Batch profile ingestion
Batch profile ingestion now enforces format validation on Experience Event _id values. Records containing restricted characters in the _id field are rejected at ingestion time in the Profile Store. This validation is applied at the record level - batches continue to process successfully, while only non-compliant records are dropped by Profile Store. Customers can correct invalid _id values and resend the affected records, ensuring no permanent data loss. See the XDM ExperienceEvent class documentation for more details.
Three anti-patterns are now automatically detected in the Job Schedules view: exceeding 90 profile ingestion runs per day, profile ingestion scheduled too close to segmentation, and segmentation scheduled too close to destination activation. The last-7-days lookback now includes a calendar view for date selection. This feature is being rolled out through the end of June 2026.
Two new health checks are now available: Pseudonymous Profile TTL (P-TTL) checks whether the expiration policy is active for your sandbox and lists relevant unauthenticated namespaces. Experience Event Datasets TTL (e-TTL) scans data lake and profile event datasets to identify where automatic data expiration is not configured.
Segmentation Service segmentation-service
Use Segmentation Service to create audiences from your customer data and manage their full lifecycle in Experience Platform.
New or updated features
Feature
Description
Persistent split support
You can now choose between persistent and random percentage splits in Audience Composition. Persistent split keeps the same profile in the same bucket across evaluations, while random split may place a profile in a different bucket across evaluations. When using persistent split, select an identity namespace with low variance to ensure reliable audience membership. Read the Audience Composition guide for more details.
Experience Platform provides a RESTful API and an interactive UI that lets you set up source connections for various data providers with ease. These source connections allow you to authenticate and connect to external storage systems and CRM services, set times for ingestion runs, and manage data ingestion throughput.
New or updated sources
Source
Description
General availability of the LAVA source
You can now bring loyalty and engagement data from LAVA into Experience Platform using the LAVA source. Stream member profiles, rewards, and events from LAVA and LAVA integrations to enrich Real-Time Customer Profile and support segmentation, personalization, and activation. Create a separate source connection for each data type you need, and map email on member profiles to stitch LAVA records with your existing profiles. For prerequisites, an optional setup package, and step-by-step setup, read the LAVA source documentation.
Updates and fixes
Source
Description
Automatic dataflow disabling for failed sources dataflows
Sources dataflows that fail continuously for 30 days are automatically disabled. When a dataflow is disabled, review the failure reason in Monitoring, apply the necessary updates, and re-enable the dataflow. Common failure reasons include credentials, permissions, or schema and mapping configuration changes.
HMAC-based authentication support for Shopify Streaming
HMAC-based authentication is now supported for the Shopify Streaming source connector, available in both the UI and API. See the Shopify Streaming overview for key rotation behavior and setup instructions.
Improved source dataflow inventory management
The Sources dataflow inventory has been modernized with advanced search and filtering, support for tags and folders, resizable columns, and more contextual actions to help users organize and manage dataflows more efficiently. Read the documentation for more information.
