Audience Lab gives you the ability to split one of your audience segments into mutually exclusive buckets. For example, if you have an audience segment of past converters, you could split that segment into two identical but exclusive groups of past converters to use for testing on two separate DSPs. A control, or holdout group, would be used to measure effectiveness.  Alternatively, you could send both segments to the same DSP but test two separate messages or creatives against the control group.

Overview (7:13)

Sample Use Cases

  • Use Audience Lab to split a single segment into two mutually exclusive test segments, then deliver them to two competing DSPs to determine which DSP is providing the highest returns.
  • Use Audience Lab to take a single creative message, and deliver that message to two or more mediums, such as video and display, to determine which medium provides the highest returns.
  • Use Audience Lab to test two look-alike models, each with a different accuracy setting, against each other to determine the threshold of accuracy that performs best for you.
  • Use Audience Lab to test different creative messaging to a single segment, within the same DSP, to determine which messaging is providing the highest returns.


How to Get Started

Creating an Audience Lab test is easy, and can be done in only a few minutes, which is shown by the video above. First navigate to Audience Data>Audience Lab,  then as you walk through the steps in the interface, you will set up the following:


  • You must have 2 or more destinations enabled – (Contact your Adobe account representative if you need assistance).
  • You must have at least one trait configured as a “conversion trait” (how to video).
  1. Create and name your Audience Lab test.

  2. Choose one of your segments as the "base segment," which is the audience segment that will be split across your DSPs.

  3. Choose how many test segments you want to create (how many DSPs are you going to test?).

    • Set one of the test segments as a control segment, which will not be sent to any DSP, so that you can compare your DSP audiences against it.
  4. Choose a conversion trait, which is the trait that will measure your success and choose your winner.

  5. Select Destinations (i.e. DSPs) and assign the test segments.

  6. Check the test summary and activate the test.

  7. When the test is done, access the results on the main home screen of Audience Lab.

Case Study



Does Audience Lab incur an extra cost?

Audience Lab is included for all Audience Manager customers at no cost.

How many tests can I run at once?

You are able to create up to 10 test groups, each one with up to 15 test segments.

How quickly can I set up a test and start collecting data?

Tests will be effective immediately after they are created; however, you can also set up your test campaigns to run at a later date and time. Reporting on the test has a 24 hour latency.

Does Audience Lab work with my Profile Merge rules?

Yes – Audience Lab takes into account Profile Merge rules for the baseline segment and will ensure that a user in a test group receives the same treatment across their devices.

More Information

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