Audience targeting

Last update: 2023-07-17
  • Created for:
  • Developer

Overview

Audiences can be used to target your experimentation and personalization activities. Adobe Target supports myriad powerful audience targeting capabilities out of the box. The following attributes are available for audience targeting:

Target Library

For more information, see Target Library.
​

  • Referred from Bing
  • Chrome Browser
  • Firefox Browser
  • Referred from Google
  • Internet Explorer
  • Linux Operating System
  • Mac OS Operating System
  • New Visitors
  • Returning Visitors
  • Safari Browser
  • Tablet Device
  • Windows Operating System
  • Referred from Yahoo

Geo

For more information, see Geo.
​​

  • Country/Region
  • State
  • City
  • Zip Code
  • Latitude
  • Longitude
  • DMA
  • Mobile Carrier

Network

For more information, see Network.

  • ISP
  • Domain Name
  • Connection Speed

Mobile

For more information, see Mobile.

  • Device Marketing Name
  • Device Model
  • Device Vendor
  • Is Mobile Device
  • Is Mobile Phone
  • Is Tablet
  • OS
  • Screen Height (px)
  • Screen Width (px)

Custom

For more information, see Custom parameters.

  • any key / value pair

Operating system

For more information, see Operating System.

  • Linux
  • Macintosh
  • Windows

Site pages

For more information, see Site pages.

  • Current Page
  • Previous Page
  • Landing Page
  • HTTP Header

Browser

For more information, see Browser.

  • Type
  • Language
  • Version

Visitor Profile

For more information, see Visitor Profile.

  • any key / value pair, which is persisted

Traffic Sources

For more information, see Traffic Sources.

  • From Baidu
  • From Bing
  • From Google
  • From Yahoo
  • Referring Landing Page: URL
  • Referring Landing Page: Domain
  • Referring Landing Page: Query

Time Frame

For more information, see Time Frame.

  • Start Date / End Date

Client Hints

Adobe Target requires Client Hints for correct segmentation of Browser, Operating System, and Mobile audience attributes, as well as certain instances of Profile Scripts. For more background information, see User Agent and Client Hints.

How to Pass Client Hints to Adobe Target

Starting with Node.js SDK v2.4.0 and Java SDK v2.3.0, Client Hints can be sent to Target via getOffers() calls. Client Hints should be included on the request.context object, along with User Agent.

targetClient.getOffers({
    request: {
        context: {
            channel: "mobile"
            userAgent: "Mozilla/5.0 (Linux; Android 12; Pixel 4a) AppleWebKit/537.36 (KHTML, like Gecko) Mobile Safari/537.36",
            clientHints: {
                mobile: "true",
                platform: "Linux",
                platformVersion: "12.1",
                model: "Pixel 4a",
                browserUAWithMajorVersion: "\"Not A;Brand\";v=\"98\", \"Chromium\";v=\"98\", \"Google Chrome\";v=\"98\"",
                browserUAWithFullVersion: "\" Not A;Brand\";v=\"98.0.0.0\", \"Chromium\";v=\"98.0.4844.83\", \"Google Chrome\";v=\"98.0.4758.101\"",
                bitness: "64",
                architecture: "x86"
            }
        },
        execute: {
            mboxes: [{
                name: "home",
                index: 1
            }]
        }
    }
});

import com.adobe.target.delivery.v1.model.ClientHints;
import com.adobe.target.delivery.v1.model.Context;
import com.adobe.target.delivery.v1.model.ExecuteRequest;
import com.adobe.target.edge.client.model.TargetDeliveryRequest;


ClientHints clientHints = new ClientHints();
clientHints.setMobile(true);
clientHints.setPlatform("macOS");
clientHints.setArchitecture("x86");
clientHints.setPlatformVersion("11.3.1");
clientHints.setBrowserUAWithMajorVersion(
  "\" Not A;Brand\";v=\"99\", \"Chromium\";v=\"99\", \"Google Chrome\";v=\"99\"");
String userAgent =
  "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7) AppleWebKit/537.36 (KHTML, like Gecko) Safari/537.36";


TargetDeliveryRequest request = TargetDeliveryRequest.builder()
        .execute(new ExecuteRequest().pageLoad(pageLoad))
        .context(new Context().clientHints(clientHints).userAgent(userAgent))
        .build();

On-device decisioning

The following table indicates which audience rules are supported or not supported for on-device decisioning.

Audience Rule On-device Decisioning
Geo Yes
Network No
Mobile No
Custom Parameters Yes
Operating System Yes
Site Pages Yes
Browser Yes
Visitor Profile No
Traffic Sources No
Time Frame Yes
Experience Cloud Audiences (Audiences from Adobe Audience Manager, Adobe Analytics, and Adobe Experience Manager No

Geo targeting for on-device decisioning

In order to maintain near-zero latency for on-device decisioning activities with geo-based audiences, Adobe recommends you provide the geo values yourself in the call to getOffers. Do this by setting the Geo object in the Context of the request. This means your server will need a way to determine the location of each end user. For example, your server may perform an IP-to-Geo lookup, using a service you configure. Some hosting providers, such as Google Cloud, provide this functionality via custom headers in each HttpServletRequest.

const CONFIG = {
    client: "acmeclient",
    organizationId: "1234567890@AdobeOrg",
    decisioningMethod: "on-device"
};

const targetClient = TargetClient.create(CONFIG);

targetClient.getOffers({
    request: {
        context: {
            geo: {
                city: "SAN FRANCISCO",
                countryCode: "US",
                stateCode: "CA",
                latitude: 37.75,
                longitude: -122.4
            }
        },
        execute: {
            pageLoad: {}
        }
    }
})

public class TargetRequestUtils {

    public static Context getContext(HttpServletRequest request) {
        Context context = new Context()
            .geo(ipToGeoLookup(request.getRemoteAddr()))
            .channel(ChannelType.WEB)
            .timeOffsetInMinutes(330.0)
            .address(getAddress(request));
        return context;
    }

    public static Geo ipToGeoLookup(String ip) {
        GeoResult geoResult = geoLookupService.lookup(ip);
        return new Geo()
            .city(geoResult.getCity())
            .stateCode(geoResult.getStateCode())
            .countryCode(geoResult.getCountryCode());
    }
}

However, if you do not have the ability to perform IP-to-Geo lookups on your server, but you still want to perform on-device decisioning for getOffers requests that contain geo-based audiences, this is also supported. The downside of this approach is that it will use a remote IP-to-Geo lookup, which will add latency to each getOffers call. This latency should be lower than a remote getOffers call, since it hits a CDN that is located close to your server. You must only provide the ipAddress field in the Geo object in the Context of your request, in order for the SDK to retrieve the geo-location of your user’s IP address. If any other field in addition to the ipAddress is provided, the Target SDK will not fetch the geo-location metadata for resolution.

const CONFIG = {
    client: "acmeclient",
    organizationId: "1234567890@AdobeOrg",
    decisioningMethod: "on-device"
};

const targetClient = TargetClient.create(CONFIG);

targetClient.getOffers({
    request: {
        context: {
            geo: {
                ipAddress: "127.0.0.1"
            }
        },
        execute: {
            pageLoad: {}
        }
    }
})

public class TargetRequestUtils {

    public static Context getContext(HttpServletRequest request) {
        Context context = new Context()
            .geo(new Geo().ipAddress(request.getRemoteAddr()))
            .channel(ChannelType.WEB)
            .timeOffsetInMinutes(330.0)
            .address(getAddress(request));
        return context;
    }

}

Server-side decisioning

The following table indicates which audience rules are supported or not supported for server-side decisioning.

Audience Rule Server-side Decisioning
Geo Yes
Network Yes
Mobile Yes
Custom Parameters Yes
Operating System Yes
Site Pages Yes
Browser Yes
Visitor Profile Yes
Traffic Sources Yes
Time Frame Yes
Experience Cloud Audiences (Audiences from Adobe Audience Manager, Adobe Analytics, and Adobe Experience Manager Yes
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