Adobe Target
Adobe Target empowers enterprises to deliver AI-driven, personalized digital experiences at scale through integrated A/B testing, multivariate testing, and automated personalization — all within the Adobe Experience Cloud ecosystem.
Last updated May 11, 2026 by AI Enrichment
- Industry
- Personalization & Experimentation
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 10001+
- Funding
- Public Company (Parent: Adobe Inc.)
- Revenue Range
- Part of Adobe Experience Cloud, which contributes billions to Adobe's ~$19B+ annual revenue
- Stock Symbol
- ADBE
- Parent Company
- Adobe Inc.
- API Available
- Yes
Market Position
A top-tier enterprise personalization and A/B testing platform, deeply embedded in the Adobe Experience Cloud ecosystem and trusted by Fortune 500 brands globally.
Overview
Adobe Target is a leading personalization and experimentation platform that enables businesses to deliver tailored digital experiences to their customers. As a core component of Adobe Experience Cloud, Target provides marketers, product teams, and developers with powerful tools for A/B testing, multivariate testing, and AI-driven personalization. The platform leverages Adobe's Sensei AI engine to automate audience segmentation, content recommendations, and experience optimization across websites, mobile apps, single-page applications, and connected devices. Adobe Target occupies a premier position in the enterprise personalization and experimentation market, competing directly with platforms like Optimizely, VWO, and Dynamic Yield. Its deep integration with the broader Adobe Experience Cloud ecosystem — including Adobe Analytics, Adobe Audience Manager, Adobe Real-Time CDP, and Adobe Campaign — gives it a significant advantage for organizations already invested in the Adobe stack. This tight integration allows for seamless data sharing, unified customer profiles, and closed-loop reporting that standalone tools struggle to replicate. Originally developed as part of Omniture's Test&Target product before Adobe's acquisition of Omniture in 2009, Adobe Target has evolved into a sophisticated enterprise-grade platform trusted by major global brands across retail, financial services, travel, media, and technology sectors. The platform supports both client-side and server-side implementation, offers a robust API for headless deployments, and provides features like Automated Personalization, Auto-Target, and Recommendations — all powered by machine learning to help organizations maximize conversion rates, engagement, and revenue without requiring deep data science expertise.
Products & Features
A/B Testing
Run controlled experiments to compare two or more versions of a page or experience to determine which performs better against defined goals.
Multivariate Testing (MVT)
Test multiple elements on a page simultaneously to identify the best-performing combination of content variations.
Experience Targeting (XT)
Deliver specific experiences or content to defined audiences based on rules set by marketers.
Automated Personalization (AP)
Uses machine learning to match visitors with the most relevant content combinations, automatically optimizing for conversions.
Auto-Target
Leverages Adobe Sensei AI to serve the best experience to each visitor based on individual behavioral profiles and similar visitor patterns.
Recommendations
Automatically displays relevant products, services, or content to users based on previous activity, preferences, and behavioral data.
Visual Experience Composer (VEC)
A WYSIWYG editor that allows marketers to create and test personalized experiences without requiring developer assistance.
Form-Based Experience Composer
A non-visual interface for creating experiences in emails, single-page apps, and locations where the VEC is not available.
On-Device Decisioning
Executes personalization and experimentation logic locally on the user's device for near-zero latency and enhanced privacy.
Adobe Target APIs & SDKs
Comprehensive REST APIs and SDKs for server-side, mobile, and headless implementations across multiple programming languages.
Key Features
AI-powered automated personalization via Adobe SenseiVisual Experience Composer (VEC) for no-code experience creationA/B, multivariate, and experience targeting capabilitiesProduct and content recommendations engineOn-device decisioning for low-latency personalizationDeep integration with Adobe Analytics for closed-loop reportingReal-Time CDP audience activationServer-side and client-side implementation supportMobile app personalization via SDKsAuto-Allocate traffic to winning experiences
Use Cases
E-commerce product page personalization to increase conversion ratesHomepage hero banner A/B testing for media and publishing sitesPersonalized email content recommendationsMobile app onboarding experience optimizationFinancial services offer targeting based on customer segmentTravel and hospitality upsell recommendationsSaaS product feature flagging and rollout managementRetail category page layout multivariate testingReducing cart abandonment through targeted messagingHeadless and IoT experience personalization via APIs
Customer Segments
Enterprise retail and e-commerce brandsFinancial services and banking institutionsTravel, hospitality, and airline companiesMedia and publishing organizationsTechnology and SaaS companiesHealthcare and life sciences enterprisesTelecommunications providersAutomotive brands
Connections