Audience Manager sets a maximum limit on the number of traits, segments, destinations, and algorithmic models that you can create for an account. Limits apply to these items whether created in the user interface or programmatically through API methods. Usage limits help protect Audience Manager from automated processes that may attempt to compromise our APIs or user interface.
ID Mapping Limits
The table below lists the ID mapping limits for device IDs. Once an ID reaches any of the limits below, Audience Manager adds new ID mappings based on a FIFO (first in, first out) logic, by removing the oldest stored ID mapping, and adds the new one. Refer to Index of IDs in Audience Manager for details on the IDs supported by Audience Manager.
Device Advertising ID (DAID) to Cross-device ID (CRM ID)
100 Device Advertising IDs (DAIDs) to 1 Cross-device ID (CRM ID)
Cross-device ID (CRM ID) to Device Advertising ID (DAID)
10 Cross-device IDs (CRM IDs) to 1 Device Advertising ID (DAID)
Cookie/browser ID to cookie/browser ID
1000 cookie/browser IDs to 1 cookie/browser ID
The tables list the current limits by item type. You cannot create new traits, segments, destinations, or Algorithmic Models if you reach a specific limit for one of these items. If you do reach a limit, you must delete an older item before you can create a new one.
Total Trait Qualifications
150,000. For more information on trait qualification, see Trait Qualification Limit in Trait Qualifications Reference .
Algorithmic Model Limits
Active Algorithmic Models
20. Audience Manager only counts active algorithmic models against the limit.
Algorithmic Models maximum audience size
25,000,000. Note that this limit cannot be increased. You can decrease audience sizes by selecting fewer data sources for the model or by selecting a shorter look-back window.
Maximum number of excluded traits for a model
500. See Trait Exclusion in Algorithmic Modeling .
2,000. Your folder structure can be maximum 5 levels deep.
Derived Signals Limits
Company User Accounts Limit
Maximum number of user accounts for a company
You can see usage and limits for your account by going to Administration > Limits . Access requires administrator permissions.
Increase Item Limits
The default limits listed here should provide enough capacity for your business needs. If your organization consistently reaches these limits, contact your account representative to discuss an increase.