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Target not showing experience for Segment AAM says I belong to

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Level 3

I've created a bunch of "onboarded traits" that make up a segment rule (lets call it Seg123), and I've uploaded a data file that contains my declared ID and the traits that would put me in the segment Seg123.

When I check my Profile in AAM Visitor Profile Viewer (searching for my UUID) it shows that I qualify for Seg123, however when I visit the URL, I DONT see the experience for that segment, I fall into the "All visitors" experience (which is ranked 2nd in the list)

People Core Services shows Seg123 current size as "Collecting Data" - could it not be done syncing?

Thoughts? could it just be a timing issue? What else could I be missing?

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