custom audiences Data for segmentation and personalization in the journey

Hi @daniel_cardoso ,

Is this considered a good practice by Adobe?

Yes - provided your custom fields are properly modelled on your XDM profile schemas, tagged with the appropriate data-usage labels, and within your license entitlements. AJO and the underlying AEP is explicitly built to let you segment on any XDM schema fields (standard + custom) for both real-time and batch audiences. Moreover, the Audience Portal docs remind you that applying data usage labels to the schema is the best practice.

Reference:

1. https://experienceleague.adobe.com/en/docs/journey-optimizer/using/audiences-profiles-identities/audiences/about-audiences
2. https://business.adobe.com/content/dam/dx/us/en/resources/sdk/ajo-capability-spotlight-profiles-and-audiences/ajo-capability-spotlight-profiles-and-audiences.pdf
3. https://experienceleague.adobe.com/en/docs/experience-platform/segmentation/ui/audience-portal

Could we encounter future problems using this custom data in a journey?

Potentially, if you don’t observe these guardrails:

Profile size & license entitlements: Ingesting large volumes of low-value or high-cardinality custom attributes can rapidly consume your AEP profile count or storage quota - leading to unexpected overage charges or data throttling.

Reference: https://experienceleague.adobe.com/en/docs/experience-platform/landing/license/data-management-best-practices

Segmentation performance & guardrails: Batch Read Audience journeys expect audiences with predictable counts, mixing in ultra-dynamic or very large custom-data audiences can hit the maximum simultaneous-start limits or cause retries if too many runs kick off at once.

Reference: https://experienceleague.adobe.com/en/docs/journey-optimizer/using/orchestrate-journeys/about-journey-building/read-audience

Real-time constraints: If you push highly volatile custom fields into a real-time audience via Audience Qualification, you may encounter evaluation latency or throttling during peak traffic.

If this is not a viable option, does Adobe offer any features that cover this scenario?

Build and centrally manage audiences on AEP (including calculated traits), then activate them in AJO via Read Audience. This offloads heavy segmentation to Platform’s scalable engine.

Reference: https://experienceleague.adobe.com/en/docs/experience-platform/segmentation/faq

Also, use RT-CDP’s advanced identity stitching and audience composition, then share refined audiences directly into AJO for both entry and in-message personalization.

Reference: https://business.adobe.com/content/dam/dx/us/en/resources/sdk/ajo-capability-spotlight-profiles-and-audiences/ajo-capability-spotlight-profiles-and-audiences.pdf

Also, do accept the solution if answer worked for you so that anyone else also facing something similar can directly go to the right response.

Thanks

Ankit

Hi @daniel_cardoso,

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Thank you!

Hi! can you explain more about the field group solution? I'm interested. Thanks.