Overview
Enterprise personalisation tag that integrates with the broader Adobe Experience Cloud ecosystem, creating a complex web of data flows across Adobe Analytics, Audience Manager, and the Experience Platform. Collects behavioural data to deliver individualised content and uses AI-driven allocation, which may constitute automated decision-making under GDPR Article 22. The depth of integration means that deploying Adobe Target often expands the organisation's data processing footprint well beyond what a standalone A/B testing tool would require.
Detection capabilities
- Signature count
- 1
- Detection methods
- network
- Property types
- hostnamepathnameparam
Performance impact
Performance Impact
- Script size
- 80 KB
- Requests per page
- 1
Common mistakes
- 1Not understanding the data flows between Adobe Target and other Adobe Experience Cloud products (Analytics, Audience Manager), which can result in personal data being shared across services without proper consent
- 2Deploying Adobe Target's at.js library without configuring it to respect the CMP consent state, allowing experiments to fire and set cookies before consent is obtained
- 3Using Automated Personalisation or Auto-Target features that rely on machine learning profiling without conducting a DPIA or assessing GDPR Article 22 implications
- 4Failing to configure first-party cookie domains correctly, leading to third-party cookie behaviour that is blocked by browser privacy features and triggers additional consent requirements
- 5Not auditing the mbox and at_check cookies that Adobe Target sets, which are often missed in cookie inventories because they are less well-known than analytics cookies
Related services
Scan your site for adobe
Run a free ConsentMark scan to see how adobe is loading on your site, whether it respects consent, and where governance gaps exist across your wider tag estate.
Start a free scan