Edge Data Collection Concepts: Migrating Adobe Audience Manager

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In previous posts, we covered migrating Adobe Analytics and Target to Edge Data Collection using the data object. Migrating Adobe Audience Manager (AAM) to Web SDK ensures you maintain alignment between audience management and your updated Analytics and Target set ups. In this blog, we’ll discuss some important considerations to keep in mind when migrating AAM to Web SDK. You can find a complete Web SDK migration tutorial here.

Comparing Web SDK and Server-Side Forwarding

First, let's take a look at AAM with server-side forwarding compared to Web SDK. Most legacy AAM implementations leverage Adobe Analytics data by enabling server-side forwarding (SSF) through the Analytics report suite. When migrating to Web SDK, AAM must be enabled in the datastream. Enabling the AAM service allows data to be sent to AAM and services such as ID syncs, cookie destinations, or URL destinations, to be returned back to the page on the Web SDK interact call response. While SSF is still available and can run in parallel to Web SDK, it is only used to support segment sharing between Analytics and AAM and not to collect data from Web SDK.

Do You Need the 'audiencemanager' Data Node? 

In most cases, no. With Web SDK and SSF, Audience Manager automatically receives Analytics data. The 'audiencemanager' node of the data object is only required for specific scenarios:  

• You are still using Data Integration Library (DIL) code for AAM 
• You need to send data to AAM that is not collected in Analytics (however, this is uncommon) 

For most organizations migrating to Web SDK, these scenarios will not apply. Analytics already provides the necessary data for AAM segmentation and audience building.

Should Server-Side Forwarding be Disabled in Analytics?

No, even after migrating to Web SDK, it's best to keep SSF enabled. When AAM is added to the datastream, the Edge Network prevents Analytics data from being sent to AAM, so you don't need to worry about duplicate data. Additionally, SSF is still needed for segment sharing between AAM and Analytics. If you currently use or plan on using segment sharing between the two platforms, it is recommended to leave SSF enabled.  

Conclusion

Migrating AAM to the Web SDK is a simple process, particularly if you’re already in the midst of migrating Analytics and Target. By migrating your Experience Cloud solutions to Web SDK, you streamline data collection, reduce client-side requests, and gain greater flexibility in how you manage and activate audience data. The Web SDK provides a modernized and efficient data collection approach.

Resources

Update your data collection library for Audience Manager from the Audience Manager tag extension to ... 

Update your data collection library for Audience Manager from the AppMeasurement JavaScript library ...