Adobe Target | Product description

Last updated: 15 May 2025

Adobe Target provides a set of optimization and personalization applications to optimize visitor interactions and leverage data to automate personalization.

Entitlements and Product Limitations

1.  Adobe Target Standard. Adobe Target Standard includes the following components and functionality in the Target section of the Adobe Experience Cloud user interface: A/B testing with the enhancement of auto-allocate, multivariate testing, rules-based targeting, geo-targeting, and server side optimization (otherwise known as optimization via APIs). These capabilities may be used for optimization of browser-based channels (desktop web and mobile web), mobile applications, other server-side digital experiences such as kiosks, and email as scoped in the applicable Sales Order. 

Adobe Target Standard Performance Guardrails:

(a)    Adobe Target Standard has been scoped to support up to:

(i)      5 Audiences per Actual Call;
(ii)     50 Activities per Actual Call;
(iii)    100 Profile Scripts per Actual Call;
(iv)    500 experiences per Activity;
(v)     50 reporting audience segments per Activity;
(vi)    100 Success Metrics per Activity; and
(vii)   1,000 unique values per Targeting Rule.

(b)    Customer may not apply more than 50 Targeting Rules per Audience.
(c)    Customer Content may not exceed 75 Kb per individual offer.
(d)    Customer may not use remote offers in Adobe Target Standard.

2.  Adobe Target Premium.  Adobe Target Premium includes the following components and functionality in the Target section of the Adobe Experience Cloud user interface: automated personalization, auto target, recommendations, A/B testing, auto-allocate, multivariate testing, rules-based targeting, geo-targeting, server side optimization (otherwise known as optimization via APIs), and enterprise permissions. These capabilities may be used for optimization of the following touchpoints as scoped in the applicable Sales Order: browser-based channels (desktop web and mobile web), email, mobile applications, and internet-connected devices and screens.

Adobe Target Premium Performance Guardrails:

(a)    Adobe Target Premium has been scoped to support up to:
            (i)      5 Audiences per Actual Call;
            (ii)     50 Activities per Actual Call;
            (iii)    100 Profile Scripts per Actual Call;
            (iv)    500 experiences per Activity;
            (v)     50 reporting audience segments per Activity;
            (vi)    100 Success Metrics per Activity;
            (vii)   1,000 unique values per Targeting Rule; and
            (viii)  10 environments within Adobe Target Premium recommendations functionality.

(b)    Use of recommendations, auto-target, and automated personalization functionality may not cumulatively exceed more than 10 Activities per Actual Call.
(c)    Customer may not apply more than 50 Targeting Rules per Audience.
(d)    Customer Content may not exceed 75 Kb per individual offer.
(e)    Customer may not use remote offers in Adobe Target Premium.

Additional Entitlements for Adobe Target Standard and Adobe Target Premium

• AI Assistant – Product Knowledge. Customer must have the required licensing terms in place with Adobe to access AI Assistant – Product Knowledge. AI Assistant – Product Knowledge uses Microsoft Azure OpenAI (“AOAI”). Use of AOAI through Adobe is separate and distinct from any direct accounts or usage of AOAI that Customer may have negotiated directly. Customer may consume up to the number of Generative Actions specified in the package functionality below.

Generative Actions usage consumption table for AI Assistant

^{*No Generative Action(s) are consumed if the Input and/or Output are classified as out of scope; and/or (2) the Input and/or Output are blocked by content moderation filters.}

3.  Adobe Search&Promote. Adobe Search&Promote includes the following components and functionality: on-site search, faceted navigation, and search-based merchandising functionality. Adobe Search&Promote: Content enables Customers to optimize the search of Customer Content on Customer Sites that Adobe crawls on Customer’s behalf. Adobe Search&Promote: Content+Product enables Customers to optimize the search of Customer Content on Customer Sites that Adobe crawls on Customer’s behalf and the search of Customer’s index of products on Customer Sites that Adobe ingests on Customer’s behalf.

Definitions

Activity means a Customer configured workflow in Adobe Target that determines the experience a visitor may encounter.

Actual Call means a single request made by or on behalf of Customer that results in data being sent to Adobe servers for processing.

AI Assistant means an Adobe Experience Platform Generative AI Feature branded as “AI Assistant” and integrated within Adobe Target.

Audience means Customer-defined rules and criteria within Adobe Target that establish categories of visitors.

Annual Page View Traffic means the sum of the Page Views during a 12-month period.

Generation means each time Customer inputs information, such as a prompt, into a Generative AI Feature and receives a response. Generations may be done actively (e.g., by clicking “generate” or “re-generate” or other similar action), or may be done automatically by a process set up by a user.

Generative Action means the credit(s) quantifying Customer’s permitted use of a Generative AI Feature through Generation that is licensed in Adobe Target. Features that affect Generation through separately licensed Products or Services (e.g. features within Adobe Target that require a license to Adobe Express or Adobe Firefly to use), use their equivalent of Generative Actions instead (e.g. “Generative Credit” usage within Adobe Firefly). Generative Actions are cumulative (meaning the Generative Actions associated with the AI Assistant capabilities are additive and can be consumed by the Customer based on Customer’s use of the applicable AI Assistant capabilities) across all applicable Adobe Experience Platform-based Products and Services licensed by Customer during the applicable License Term.

Generative AI Feature is defined within the Specific Licensing Terms for Adobe Experience Cloud Generative Artificial Intelligence Features, available at https://www.adobe.com/legal/terms/enterprise-licensing/genai-ww.html.

Page View means a single view of a mobile or browser application, e-mail, or web page of an internet site, including application screen views, application screen states, mobile web pages, and social network pages. Page Views occur each time a web page is loaded or refreshed, an application is loaded, when targeted content renders, or is shown through an opened or viewed e-mail.

Performance Guardrails means usage limits that relate to the scoping of Customer’s proposed use case. Should Customer exceed a Performance Guardrail, Customer may experience performance degradation; Adobe will not be responsible for such performance degradation.

Profile Scripts means parameters configured by Customer within Adobe Target for data capture specific to a visitor.

Success Metrics means parameters configured by Customer within Adobe Target to measure the success of an Activity.

Targeting Rules means Customer-defined rules and criteria within Adobe Target for targeting specific experiences or content to an Audience.