Last update: Wed Oct 15 2025 00:00:00 GMT+0000 (Coordinated Universal Time)
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This document is intended as a preview of the release notes for the current month. Release items are subject to change, and may be added or removed in the final release.
Refer to the following documentation for release notes of other Adobe Experience Platform applications:
Release date: October 2025
New features and updates to existing features in Adobe Experience Platform:
Alerts alerts
Experience Platform allows you to subscribe to event-based alerts for various Experience Platform activities. You can subscribe to different alert rules through the Alerts tab in the Experience Platform user interface, and can choose to receive alert messages within the UI itself or through email notifications.
New or updated features
Destination failure rate alert
A new alert has been added for destinations: Destination failure rate exceeds threshold. This alert notifies you when the number of failed records during data activation has exceeded the allowed threshold, enabling you to respond quickly to activation issues.
For more information about alerts, read the Observability Insights overview.
Destinations destinations
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.
New or updated destinations
AdForm
Use this destination to send Adobe Real-Time CDP audiences to AdForm for activation based on the Experience Cloud ID (ECID) and AdForm’s ID Fusion. AdForm’s ID Fusion is an ID resolution service that enables you to activate your first party audiences based on the Experience Cloud ID (ECID).
Amazon Ads
We have added additional personal identifiers support such as firstName, lastName, street, city, state, zip, and country. Mapping these fields as target identities can improve audience match rates.
Snowflake Batch (Limited availability)
Create a live Snowflake data share to receive daily audience updates directly as shared tables into your account. This integration is currently available for customer organizations provisioned in the VA7 region.
Snowflake Streaming (Limited availability)
Create a live Snowflake data share to receive streaming audience updates directly as shared tables into your account. This integration is currently available for customer organizations provisioned in the VA7 region.
New or updated functionality
Support for AES256 server-side encryption in Amazon S3 destinations
Amazon S3 destinations now support AES256 server-side encryption, providing enhanced security for your exported data. You can configure this encryption method when setting up or updating your Amazon S3 destination connections, ensuring that your data is encrypted at rest using industry-standard AES256 encryption algorithms. For more information, read the
Amazon documentation.
The following destinations now support audience-level monitoring:
- Airship Tags
- (API) Salesforce Marketing Cloud
- Marketo Engage
- Microsoft Bing
- (V1) Pega CDH Realtime Audience
- (V2) Pega CDH Realtime Audience
- Salesforce Marketing Cloud Account Engagement
- The Trade Desk
Dataset export guardrails fix
A fix has been implemented to the dataset export guardrails. Previously, some datasets that included a timestamp column but were
not based on the XDM Experience Events schema were incorrectly treated as Experience Events datasets, limiting exports to a 365-day lookback window. The documented 365-day lookback guardrail now applies exclusively to Experience Events datasets. Datasets using any schema other than the XDM Experience Events schema are now governed by the 10 billion records guardrail. Some customers may see increased export numbers for datasets which erroneously fell under the 365-day lookback window. This enables you to export datasets for predictive workflows that have a long lookback window. For more information, read the
dataset export guardrails.
Enhanced audience-level reporting for enterprise destinations
Improved audience-level reporting logic for enterprise destinations. After this release, customers will see more accurate audience reporting numbers that include only audiences relevant for the selected destination. This monitoring adjustment ensures reporting includes only audiences mapped on the dataflow, providing clearer insights into actual data activation. This does not affect the amount of data being activated—it is purely a monitoring enhancement to improve reporting accuracy.
For more information, read the Destinations overview.
Segmentation Service segmentation-service
Segmentation Service defines a particular subset of profiles by describing the criteria that distinguishes a marketable group of people within your customer base. Audiences can be based on record data (such as demographic information) or time series events representing customer interactions with your brand.
New or updated features
Streaming segmentation monitoring
Real-time monitoring for streaming segmentation provides transparency into evaluation rate, latency, and data quality metrics at the sandbox, dataset, and audience levels. This supports proactive alerting and actionable insights to help data engineers identify capacity violations and ingestion issues. Monitoring metrics include evaluation rate, P95 ingestion latency, as well as records received, evaluated, failed, and skipped. View-by-dataset and view-by-audience capabilities provide comprehensive visibility into net new profiles qualified and disqualified.
For more information, read the Segmentation Service overview.
Sources sources
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
[Beta]{class="badge informative"} Talon.one sources for loyalty data
Use the Talon.One sources to ingest batch and streaming loyalty data into Experience Platform. The connector supports streaming of profile data, transaction data, and loyalty data including points earned, points redeemed, points expired, and tier data.
Updated sources
General Availability of Google Ads source (API-only)
The API version of the Google Ads source is now in General Availability. The API documentation has been updated to reflect that the latest version is now v21, and Experience Platform supports all versions v19 and above. The UI version remains in beta and only supports one-time ingestion. To use incremental data ingestion, use the API route.
Azure Event Hubs virtual network support
Adobe now explicitly supports virtual network connections to Azure Event Hubs, enabling data transfer over private networks rather than public networks. Customers can allowlist the Experience Platform VNet to route Event Hubs traffic privately through the Azure private backbone, providing enhanced security and compliance for data ingestion workflows.
For more information, read the sources overview.