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Adobe Target

Adobe Target is Adobe testing and personalisation tool, part of Adobe Experience Cloud.

Written by Reflective Data experts · updated Oct 5, 2026

It supports A/B and multivariate tests and rule-based or automated personalisation, and integrates closely with Adobe Analytics and Experience Platform.

It is typically used by large organisations already invested in the Adobe ecosystem.

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A multi-armed bandit shifts traffic towards better-performing variants while a test is still running.
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Win rate is the percentage of experiments that produce a significant improvement.

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