Audience Lab gives you the ability to split an audience segment into mutually exclusive buckets. For example, an audience segment of past converters can be split into two identical but exclusive groups for purposes of testing across two different DSPs. A control, or holdout group, is used to measure effectiveness.

Overview (7:13)

Sample Use Cases

  • Split a single segment into two mutually exclusive test segments and activate them across two DSPs to determine which DSP is providing the highest returns.
  • 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.
  • Test two look-alike models, each with a different accuracy setting, against each other to determine the threshold of accuracy that performs best.
  • Compare different creative messaging to determine which message is providing the highest returns.


How to Get Started

Creating an Audience Lab test is easy, and can be done in minutes, as seen by the video above. First, navigate to Audience Data>Audience Lab and keep the following in mind:


  • 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



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

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

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.

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