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Destinations Overview

In Audience Manager, a destination is any third-party system (ad server, DSP, ad network, etc.) that you want to share data with. Destination Builder is the tool you used to create and manage cookie, URL, or server-to-server destinations.

Purpose and Advantages

Destinations and Destination Builder let you create destinations and send information about segmented users to your data partner. This helps you:

Technical Considerations

Data delivery depends on how your data partner wants to, or can, receive destination information. Technical or engineering constraints may prevent a destination from receiving data via URL, cookie, or server-to-server processes. Work with your third-party partner to determine which method they can use.

Business Considerations

Business decisions for selecting one delivery method over another depend on the technical capabilities of your destination partner and what you want to do with qualified user information. For example, technical constraints can limit your options if a destination cannot receive data by a particular delivery method. However, if there are no technical issues, you can send information based on how you want to take action on that data. For example:
  • URLs and cookie-based destinations work almost synchronously with user actions on a page.
  • Server-to-server methods are good for building deep audience segments over time.

Destination Types and Typical Uses

The examples in the following table can help you understand when to use a particular destination and the differences between each type.
Destination Type
Typically Used When
Adobe Experience Cloud Destinations
You need to send data to other Adobe Experience Cloud solutions.
Sending data to Adobe Analytics.
People-Based Destinations
Delivering personalized offers to existing customers, based on their purchasing history