Experience Platform segment sharing with Audience Manager and other Experience Cloud solutions

Overview

The audience sharing functionality between Audience Manager and Adobe Experience Platform allows you to share your Audience Manager traits and segments to Adobe Experience Platform and Experience Platform segments to Audience Manager.

You need the Audience Manager source connector and the Experience Cloud Audiences destination in Experience Platform to enable audience sharing between Audience Manager and Adobe Experience Platform.

You can use Audience Manager traits and segments in Experience Platform to add Audience Manager data to your customer profiles and to benefit from the Experience Platform segmentation service.

In Audience Manager, you can use Experience Platform segments for Data Management Platform use cases, such as:

Additionally, your Experience Platform segments are shared to other Experience Cloud solutions, via Core Services.

See the table below for an overview of audience sharing use cases:

Audience Manager segments and traits in Adobe Experience Platform

The sections below describe how to enable data sharing from Audience Manager to Experience Platform and how to use Audience Manager traits and segments in Experience Platform.

Enable data sharing from Audience Manager to Experience Platform

To send segments and traits from Audience Manager to Experience Platform, you must set up the Audience Manager source connector in the Experience Platform sources catalog. This is a self-service workflow that does not require involvement from Adobe Customer Care or engineering teams. To set up the Audience Manager source connector, read:

Use Audience Manager traits and segments in Experience Platform

After setting up the Audience Manager source connector to import traits and segments from Audience Manager, your Audience Manager data appears in Experience Platform as Audiences in the segment workflow. For more information on your Audience Manager segments and traits in Experience Platform, read:

Adobe Experience Platform segments in Audience Manager

The sections below describe how to enable data sharing from Experience Platform to Audience Manager and how to use Experience Platform segments in Audience Manager.

Enable data sharing from Experience Platform to Audience Manager

To send segments from Experience Platform to Audience Manager, you must contact either Customer Care or your Customer Success Manager. Customer Care and Customer Support Management teams must file a ticket (see template ticket AAM-52354) to enable the connection from Platform to Audience Manager.

Be sure to share plans for the data going from Platform to Audience Manager, to ensure that the connection is set up correctly. For example, if you need regional data to be shared for segments sent to Adobe Target, this information needs to be communicated in the ticket. The data sharing connection from Experience Platform to Audience Manager is set up within six business days of the request being submitted.

Use Experience Platform segments in Audience Manager

Segments that you create in Experience Platform appear in your Audience Manager interface as signals, traits, and segments, with the following composition rules:

Signals

Select Audience Data > Signals > General Online Data and search by SegId to find signals coming in from Experience Platform. You can use this screen for debugging purposes, to check if the integration between Experience Platform and Audience Manager has been set up correctly.

Traits

Audience Manager automatically creates a trait folder called Experience Platform Traits in your trait storage.

You can use automatically created traits in segments alongside other traits. For example, you can mix traits created from Experience Platform segments with third party traits acquired through the Audience Marketplace.

For an example of a trait created automatically from an Experience Platform segment, see the screenshot below:

Segments

Audience Manager automatically creates a segment folder called Experience Platform Segments in your segment storage.

For an example of a segment created automatically from an Experience Platform segment, see the screenshot below:

Audience Manager Data Export Control support in Experience Platform

In order to enforce data usage compliance in Experience Platform, all applicable datasets and fields must be given appropriate data usage labels. In addition, data usage policies must be enabled for specific marketing actions against those labels, as outlined by the Data Usage Labeling and Enforcement (DULE) framework.

In the audience sharing process between Audience Manager and Experience Platform, any Data Export Controls that have been applied to Audience Manager segments are translated to equivalent labels and marketing actions recognized by Experience Platform Data Governance, and vice versa.

Data Export Controls to data usage labels

The following table outlines how specific Data Export Controls map to recognized data usage labels:

Data Export Controls to marketing actions

The following table outlines how specific Data Export Labels map to recognized marketing actions:

Understand segment population differences between Audience Manager and Experience Platform

Segment population numbers can vary between your Audience Manager and Experience Platform segments. While segment numbers for similar or identical audiences should be close, differences in populations can be due to factors listed below.

Segment evaluation in Experience Platform

Audience Manager updates reporting numbers in the interface once per day. The timing of this update rarely aligns with the time of the segment evaluation in Experience Platform.

Differences between Profile Merge Rules and Merge Policies

Profile Merge Rules in Audience Manager and Merge Policies in Experience Platform work differently, and the identity graph used for each varies. Because of this, some differences between segment populations are expected.

Segment composition in Experience Platform

The integration between Adobe Experience Platform and Audience Manager shares a number of standard identity namespaces for all customers: ECID, IDFA, GAID, hashed email addresses (EMAIL_LC_SHA256), AdCloud ID. If your Experience Platform segments use any of these as primary identity for the qualified profiles, the profiles are counted in Audience Manager traits and segments.

For example, if you had an Experience Platform segment “All my customers”, and the qualified profiles would be CRM IDs, ECID, IDFA, raw and hashed email addresses, the corresponding segment in Audience Manager would only include profiles keyed off of ECID, IDFA, and hashed email addresses. The segment population in Audience Manager would be smaller than the one in Experience Platform.