On-device decisions

On-device decisions gives developers and product owners the ability to deliver experimentation and personalisation 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 optimise 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 personalisation and experimentation features and instructions onto a CDN-deployed JSON rule arteact — called an “optimisation arteact” in Target. These zero-latency artefacts 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 roll-outs 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.

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

Decisions executed in memory, on device
Zero-latency optimisation artefacts 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 arteact. 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.

Parameterised roll-outs
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 optimisation strategy
Our optimisation artefacts are obfuscated at the source, keeping your experiments, audiences and overall optimisation 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 artefacts for continuous integrations and development, while marketers can leverage artificial intelligence and machine learning on Adobe’s Experience Edge for realtime one-to-one personalisation at scale.