Tealium's Adobe Target connector in AudienceStream uses the Single Profile Update API to update profile parameters server-side. This API is primarily designed for use cases focused on offline data sources or data unconnected to Adobe Target, requiring a server-to-server update.

Use Cases

Whether the Adobe Target connector is the best fit depends on the use case.

If the personalization use case requires same or in session updates, the client-side tag should be used because Adobe requires 1-24 hours processing time on their server-side API.

For in-session personalization, Tealium's Data Layer Enrichment feature can populate AudienceStream attributes within the browser to send to Adobe Target. Read more about setting up next page personalization here.

If the use case involves same and next session personalization, both the server-side connector and client-side tag would be recommended. Persistent profile parameters must be used in the server-side conenctor, and the client-side tag should use non-persistent or page parameters as profile parameters only update at the start of a new session.

For the Adobe Target Connector (server-side):

  • First page personalization on the next session for anonymous users
  • Personalization after login on subsequent sessions for known users
  • Personalization based on offline data

For the Adobe Target Tag (client-side):

  • Same session personalization for all users

Adobe Target Identifiers

To update a profile in Adobe Target, one of two possible identifiers is required - mboxpcID or mbox3rdPartyId.

Anonymous Users

The mboxpcID is the primary, anonymous identifier in Adobe Target for an individual user. It is cookie-based and specific to a single device and browser. 

With the Adobe Target tag on the browser, a mboxpcID or PCID will be created and found in a first-party cookie called mbox. The code below can be used in Tealium iQ to parse the PCID out of the mbox cookie when available.

if (typeof b["cp.mbox"] != 'undefined' && (b["cp.mbox"].toString().indexOf('PC#'.toLowerCase()) > - 1) ||
	typeof b["cp.mbox"] != 'undefined' && (b["cp.mbox"].toString().indexOf('PC#') > - 1)) {
    var patt1 = /(^|)PC#(.*?)#/gmi;
    var str1 = b["cp.mbox"].match(patt1).toString();
    var str2 = str1.replace(/[#]/gm, "");
    b["adobe_target_pcid"] = str2.substring(2,str2.length);

Known Users

The mbox3rdPartyId is a parameter to sync a customer ID to Target’s anonymous mboxPCID. A customer ID is an unique identifier used to track visitors, such as an account ID, CRM ID or membership ID. By including a user-specific identifier, cross device and browser personalization is possible.

To use mbox3rdPartyId, this identifier should already be configured and set on existing Adobe Target profiles.

Note: Only one identifier is needed and can be mapped in a single connector action.

Configuration Details

  • Required Fields
    • Client account
    • mboxpcID or mbox3rdPartyId (not both)
  • Optional Fields
    • Profile parameter(s)
      • The expected format is profile.{{insertParamName}}.
      • The parameter name does not need to exist in Adobe Target.
      • Parameters and values are case sensitive.

Below is an example configuration to update an Adobe Target profiles via the mboxpcID with lifetime order value and count, which could include online and in-store purchases.

Screen Shot 2021-04-14 at 1.15.07 PM.png

Adobe Caveats

  • Adobe's Single Profile Update API is limited to performing 1 million updates in any rolling 24-hour period. Adobe recommends sending additional updates via the client-side tag.
  • Adobe generally processes updates sent to this API in under 1 hour, but they may take as long as 24 hours to be reflected.
  • The Single Profile Update API is for updates only. If no match is found, a profile will not be created in Adobe Target.


Version history
Last update:
3 weeks ago
Updated by: