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Audiences

Audiences are collections of visitors (a list of visitor IDs). Adobe's audience services manage the translation of visitor data into audience segmentation. As such, creating and managing audiences is similar to creating and using segments, with the added ability to share the audience segment to the Experience Cloud.
Audiences can be created or derived from various sources, such as:
  • New ones created in the Experience Cloud
  • From Analytics segments published to the Experience Cloud
  • From Audience Manager
Real-Time vs. Historical Audiences
All audiences, regardless of where they are sourced, are accessible for real-time targeting use cases. However, audiences shared from Analytics to Audience Manager are not accessible for real-time targetting. The system evaluates audiences in two ways:
  • Historical audiences are sourced from analytics are evaluated every 12 hours. Historical audiences always include return visitors.
  • Real-time audiences are sourced in the Experience Cloud Audiences and evaluated in real time.

How solutions use audiences

The following table describes how audiences are used in Experience Cloud solutions:
Solution
Description
Experience Cloud Audiences
Create, manage, and share audiences natively using the Audience Library interface. You can:
  • Use real-time audiences using raw analytics attributes
  • Combine audiences to create composite ones, joining real-time and historical data
  • See graphical views of estimated audiences size
For suggestions about what type of audience you want to create see: Experience Cloud Audiences.
Analytics
In segmentation, you can build a segment, combine it with a report suite, and then publish the segment to the Experience Cloud. Publishing the segment displays it on the Audiences page. The audience is also available as a targeted audience for a campaign experience delivered by Adobe Target, and in Audience Manager. Once an audience is shared from Analytics, and selected for use in an active campaign, all the visitor profiles who met the segment definition criteria for the past 90 days are sent to the Experience Cloud Audience Services platform. Important: You must limit the number of audiences shared from Analytics to 20 to avoid additional processing delays. Audiences shared to the Experience Cloud from Analytics cannot exceed 20 million unique members. Also, due to caching, deleted report suites in Analytics require 12 hours before the deletion is shown in the Experience Cloud.
Mobile Services
Analyze mobile traffic using the sunburst visualization in the Device Types.
Target
The ID service unifies visitor IDs and data into a single, actionable profile for use across solutions. The Publish to the Experience Cloud checkbox during the segment creation process in Adobe Analytics allows the segment to be available within the Adobe Target's custom audience library. A segment created in Analytics or Audience Manager can be used for activities in Target. For example, you can create campaign activities based on Analytics conversion metrics and audience segments created in Analytics.
Audience Manager
Shared audiences are available in Audience Manager segmentation. All Experience Cloud audiences are available natively in Audience Manager, which provides:
  • Built-in automation regarding how they are shared and consumed in solution workflows
  • Offsite destinations
  • Look-alike modeling
Campaign
  • Import shared audiences from different Adobe Experience Cloud solutions into Adobe Campaign.
  • Export recipient lists in the form of shared audiences. These shared audiences can be used in the different Adobe Experience Cloud solutions that you use.
Media Optimizer
Use the audience as targets.
Once a visitor qualifies for the audience shared from Analytics, there is a 24 - 48 hour delay before that information is actionable in Target, Media Optimizer, and Campaign.

More help - questions, guidance, and use cases

Help with
Resource
Cannot find Audiences?
Ensure that you are provisioned. See Getting started - enable your solutions for core services.
Click here to request access to Profiles and Audiences (integrations provisioning form).
Use cases
For more guidance on what solution to use, go to Audience Creation Options in the Knowledge Base.
Forum
The Audiences forum is an additional resource to get help with audiences.

Audience Library interface elements

The Experience Cloud provides a library for creating and managing audiences, with native, real-time audience identification.
Experience Cloud > Audience Library
Element
Description
New
Title & Description
A column heading that identifies and describes the audience.
Author
The person who created the audience segment.
Source
Identifies where the audience was created.
Current Size
The current audience size.
Active
The active status of the segment.