On-device decisions

On-device decisions gives developers and product owners the ability to deliver experimentation and personalization from within a user’s device, across channels, at near-zero latency.


Empower developers and product owners with zero-latency decisions

Speed and performance matter — in customer insights and user satisfaction. On-device decisions lets developers and product owners test and optimize experiences right from within a user’s device, decreasing decision and load times to nearly zero for real-time, contextual experiences.

Developers and product owners can use Adobe Target to compile personalization and experimentation features and instructions onto a CDN-deployed JSON rule artifact — called an “optimization artifact” in Target. These zero-latency artifacts quickly load onto customer devices, where decisions happen locally without calling into Adobe’s Experience Edge service. They give teams direct code access to test user experiences and the flexibility to manage and phase product rollouts for continuous integration and development. And because on-device decisions connects natively with Adobe Experience Cloud products, Target users get rapid analysis and faster experience iterations.


See what makes it work.

Optimization artifacts
Audiences, offers, traffic splits, metadata, and more are contained within optimizations artifacts that are hosted by the Akamai network of over 240,000 servers around the world.

Decisions executed in memory, on device
Zero-latency optimization artifacts are downloaded to a user’s device where decisions are executed locally without a call into Adobe Experience Edge service.

Feature flag configuration
Whether your feature flag is an integer, string, array, or something else entirely, Target’s code composer quickly configures the flags and deploys them to the artifact. Once downloaded to a user’s device, you control which features to turn on and off.

A single interface, a hybrid environment
Server-side SDK and client-side JavaScript SDK allow marketers and developers to use the implementation and workflows that suit them in a single interface and with an integrated set of capabilities.

Parameterized rollouts
Roll out features how and when you want by picking your parameters, or use the audience builder to target specifics such as browsers, operating systems, geo variables, and app-contextual variables like loyalty tier or lifetime value.

A secure optimization strategy
Our optimization artifacts are obfuscated at the source, keeping your experiments, audiences, and overall optimization strategy secure.

Adobe-native test result analysis
Adobe Target connects server to server with Experience Cloud applications such as Analytics and Audience Manager for advanced analysis.

Hybrid architecture for flexible use cases
Product owners and developers can take advantage of zero-latency artifacts for continuous integrations and development, while marketers can leverage artificial intelligence and machine learning on Adobe’s Experience Edge for realtime one-to-one personalization at scale.