Adobe Audience Manager Business Practitioner Expert flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

AAM core object hierarchy

Signals feed traits, traits combine into segments, and segments activate to destinations. Each layer adds logic: signals are raw key-value data, traits are rules, segments are audiences.

DIL library

The Data Integration Library is Adobe's on-page JavaScript that sends /event calls to Audience Manager, carrying signals and managing the AAM UUID cookie.

ECID

The Adobe Experience Cloud ID is the primary identity in the Experience Cloud. Audience Manager syncs its AAM UUID to the ECID so data joins across Adobe solutions.

AAM UUID

Audience Manager's own device identifier, stored in the demdex cookie. It is synced with the ECID and partner IDs to match profiles across systems.

Profile merge rule

A setting that defines which identities (device, authenticated, profile link) are stitched into one profile. It directly determines segment membership and reach.

Server-side forwarding

An Analytics feature that forwards hit data to Audience Manager without a separate DIL call on the page, reducing client-side code and latency.

Signal prefixes

Signals use c_ for customer-defined keys and d_ for Adobe-defined keys. Trait rules reference the key without the prefix in the rule editor.

Trait rule operators

Operators include equals, not equals, contains, starts with, ends with, greater than, less than, exists, and regex match. They define when a trait qualifies a profile.

Trait TTL

Time-to-live controls how long a trait remains on a profile after it last qualified. Default is often 30 days and is configurable per trait.

Onboarded trait

A trait created from an inbound file or CRM feed rather than real-time signals. It requires declared IDs in the file that match known identities.

Algorithmic trait

A trait built from a look-alike model that scores profiles based on similarity to a seed audience. Scores refresh on the model's update cycle.

Regex trait

A trait whose rule uses a regular expression to match patterns within a signal value. It is powerful but costly at scale, so use sparingly.

Segment logic operators

Segments combine traits with AND (all traits), OR (any trait), and NOT (exclude trait). Nested rules allow complex audience definitions.

Real-time segment

A segment that qualifies users immediately when the required signal arrives, rather than waiting for batch processing. It enables instant personalization and activation.

Segment population

The count of unique profiles that currently satisfy a segment's trait logic. It is not the number of signal events received.

Recency and frequency

R/F rules require a trait to have fired a minimum number of times within a time window before a profile qualifies for the segment.

Segment overlap report

A report showing shared membership between two or more segments or traits. It helps deduplicate targeting and manage frequency across campaigns.

Inbound data source

A configuration defining how data enters Audience Manager: real-time event calls, onboarded files via FTP or S3, or server-to-server API integrations.

Declared ID

A customer identifier such as a CRM ID or hashed email supplied in onboarded data. It must match an identity already known to AAM for matching.

ID sync

A pixel-based exchange that maps an AAM UUID to a partner's identifier. Without syncs, onboarded or partner data cannot match online profiles.

S2S API

Audience Manager's server-to-server API lets backend systems send trait and segment updates in real time without a browser or DIL call.

Data source purpose

A governance setting declaring why data is collected, such as advertising or personalization. Destinations must be authorized for that purpose before activation.

Cookie destination

A destination that fires a partner pixel carrying the AAM UUID. The partner must have an ID sync to receive segment membership.

S2S destination

A destination that pushes segment membership to a partner via API in scheduled batches. Propagation latency depends on the batch schedule and rate limits.

URL destination

A destination that redirects users to a partner URL with segment parameters, commonly used for on-site personalization handoffs.

Destination mapping

The link between a segment and a destination. Unmapped segments are not activated, so every active segment needs an explicit mapping.

Audience Lab

A tool that creates test segments and splits them across destinations to measure incremental lift from audience targeting.

Signal dashboard

A report showing incoming signal keys, values, and counts. It is used to validate that implementation is sending expected data before building traits.

Population lag

Trait and segment counts update after data processing, typically within hours. Real-time events do not immediately change reported population numbers.

Audience Optimization reports

Reports that measure audience performance across campaigns and destinations, helping identify which segments drive results and where to reallocate spend.

Data use label

A governance label describing how data may be used. Destinations must be authorized for the label, or activation of the segment is blocked.

Privacy service deletion

A process that removes a data subject's identifiers and profile data from Audience Manager, often triggered through Adobe's privacy service and the AAM privacy API.