Adobe Audience Manager
Business Practitioner Expert
This page provides information on how to attain this certification. It includes a description of the exam, study materials, step-by-step instructions on the certification process, and how to renew your certification.
This exam is being retired and will no longer be available for scheduling or rescheduling after October 25, 2026. View alternative exams.
Key info
EXAM ID:
AD0-E457
LEVEL:
Expert (1-3 years’ experience)
COST:
$225 (global) and $150 (India)
LANGUAGE(S):
English
DELIVERY:
Online proctored (requires camera access)
PASSING SCORE:
36/50
TIME LIMIT:
1 hour 40 mins
LAST UPDATED:
Exam details
- Digital Marketing Specialist
- Marketing Technology Consultant
- Audience Strategist
- Behavioral Consultant
- Digital Marketing Analyst
- Marketing Data Analyst
- Data Platforms Manager
You should have:
- 1-2 years of experience in the field of marketing technology
- 3-6 months of experience with audience activation
- Experience with Boolean logic, digital marketing jargon, data analytics and strategies
- Knowledge of business objectives and KPIs
- Familiarity with digital marketing technology stacks and various platform integrations
- An understanding of data flows (ID types, ID syncs, pixel tracking, people-based destinations)
You should be familiar with the following technologies and environments:
Technologies:
- DSP Platform (Trade Desk, Double Click Bid Manager, and so on)
- Excel
- Tableau and similar tools (Power BI, Qlik)
- Ad Server (Double Click Campaign Manager)
- Adobe/Google Analytics
- Adobe Experience Platform
- The BAAAM tool
Environments:
- Small/Medium/Enterprise level business
- Digital marketing
- Data and analytics
Section 1: Segment creation and syndication (25%)
- Determine the appropriate method to create segments utilizing first-, second-, and third-party data for targeting and analytical purposes
- Given a scenario, recommend segments for activation that align to business or campaign goals
- Determine the appropriate method to syndicate segments to destinations for activation
- Differentiate between the different types of destinations
Section 2: Trait creation (17%)
- Recommend traits for a given audience strategy
- Determine the correct method to create and update rule-based and/or onboarded traits
Section 3: Reporting and measurements (22%)
- Given a scenario, analyze reports to provide actionable next steps to meet business goals
- Given a scenario, analyze audience optimization
Section 4: Troubleshooting and administration (26%)
- Given a scenario, verify audience delivery information to ensure scheduled delivery needs
- Determine the appropriate practice to validate offline inbound files
- Given a scenario, determine the correct method to perform QA against the ID sync
- Determine the appropriate method to navigate and activate from the Adobe Audience Marketplace
Section 5: Taxonomy (10%)
- Determine the appropriate structure to create traits and segments that utilize a clear and consistent nomenclature
- Determine the correct technique to maintain an organized platform using a clear folder structure
Study for your exam
You are not required to complete training before taking your certification exam, and training alone will not provide you with the knowledge and skills required to pass the exam. A combination of training and successful, on-the-job experience is critical to providing you with the repository of knowledge needed to pass the exam. We strongly recommend making use of the resources on this page to help you prepare.
We recommend taking the free practice test before you start. You’ll have unrestricted access to all available practice tests for Adobe’s expert-level exams. Our practice tests are all developed from the same blueprint as the live exams. The practice test will help you understand the topics covered in the live exam. Please remember that passing a practice test does not guarantee you will pass the certification exam.
View Practice TestSection 1: Segment creation and syndication
- Reporting 2nd and 3rd-party data usage in Audience Marketplace at the segment level
- Use filters and recommendations to choose third-party data in Audience Marketplace
- Understanding Segmentation
- Segments: Purpose, Composition, and Rules
- Segmentation and Filtering
- Destinations Home Page
Section 2: Trait creation
- Trait Recommendations
- Trait and Segment Qualification Reference
- Signals, Traits, and Segments
- Managing Trait Rules
- Create Rules-Based or Onboarded Traits
Section 3: Reporting and measurements
- Segment Trend Report
- Monitor and report on activity usage
- Trend Reports
- Using Audience Optimization Reports to Understand Media Performance
- Audience Optimization for Publishers
Section 4: Troubleshooting and administration
- Experience Platform segment sharing with Audience Manager and other Experience Cloud solutions
- Steps for ingesting file-based data
- Name and Content Requirements for ID Synchronization Files
- Creating and Managing Data Activation in Audience Manager
Section 5: Taxonomy
Manage your exam
Visit the exam page to schedule, reschedule, or cancel your exam, or request accommodations. If you do not already have a voucher, you will be prompted to pay during the scheduling process.
Manage exam
Read this important information before scheduling
Adobe has contracted Excelsoft's easyProctor platform to deliver certification exams in an online proctored environment. Due to proctoring protocols, it is important to read the testing instructions (below, under "Take your exam") before your exam appointment.
Payment
You will be prompted for payment at the time of scheduling. If you have an active voucher, it will be automatically applied. If you do not have an active voucher, you will be prompted to purchase one at the time of scheduling. If you are eligible for an automatic discount, please ensure that you log in with the correct email (for example, your Adobe employee or Adobe partner email) so that the discount can be applied to your account.
Resources
Detailed information on pricing, payment, and discounts.
Voucher FAQ
View video: How to schedule, reschedule, or cancel an exam
- Find your exam in the Certification Catalog.
- Click on the Manage exam button for your desired exam.
- If you do not already have a voucher in your account, you will need to purchase one by clicking on the Purchase voucher button and following the payment prompts.
- The Schedule exam button will now be available and you can choose your exam appointment date and time. You may also request accommodations at this time.
- You may schedule an exam up to 60 days in the future.
- You may request accommodations up to 7 days before your exam appointment.
How to reschedule or cancel your exam
- Go to the Upcoming exams scheduled widget in your profile.
- Click on the Scheduling button.
- On the exam scheduling page, you can cancel or reschedule your exam.
- Cancellations and rescheduling must be initiated prior to 24 hours before the scheduled exam appointment. You cannot reschedule within the 24-hour window before your exam time. If you cancel during that window, you will forfeit your voucher.
- Exams cannot be rescheduled for a date that falls after your voucher expires.
- Exams that are being retired cannot be rescheduled.
- Candidates must modify their exam appointment themselves. Neither Adobe Support nor exam proctors can process rescheduling and cancellation requests.
- Your legal name in your profile MUST match your name on your government ID. If the names do not match at the time of the exam, you may need to sign up for a new exam and pay the exam fee again. To update your legal name, you must submit a support ticket at least 72 hours in advance of your exam appointment.
- Make sure your government ID is accessible. Soft copies or digital IDs are not allowed
- You may use an ID with non-Western characters.
Before exam day
- View the instructional video to understand what your exam experience will be like.
- Double-check your time zone in your profile.
- Make sure your government ID is accessible for your exam appointment.
- Prepare your computer for your exam appointment:
- Using the Chrome or Edge browser, go to your Upcoming exams scheduled widget.
- Click on Scheduling.
- Download the Process Tracker.
- Run the system test on the exam page to ensure you will beable to take the exam.
On exam day
- Be early! Your proctor will start your session precisely at your appointment start time.
- Take your exam in a quiet workspace where you are alone.
- Clear your desk of all papers, notebooks, and electronics, including phones, smartwatches, headphones, and earbuds.
- Remove any external monitors.
- Turn off your pop-up blocker before starting the exam.
- Plug in your computer.
- Note: If you become disconnected during your exam, or encounter any other technical issues, please contact Support using the chat function in the easyProctor dashboard, or by email: adobe.support@excelsoftcorp.com.
Exam rules
Be sure to abide by all exam rules and conduct codes. You will be monitored by both AI and human proctors.
- Candidates must be alone in the testing environment and should not have another person enter or remain in the room during the exam.
- The testing area must be clear of unauthorized materials and devices.
- Candidates must follow all instructions provided by the proctor throughout the session.
- Candidates must remain visible to the proctor and should not leave the testing area during the exam unless specifically permitted by the proctor.
- Candidates must not communicate with or receive assistance from another person during the exam.
- The use of unauthorized applications, tools, materials, or devices is prohibited.
- Any suspicious activity or violation of the exam rules may be documented and referred for further review, which could result in the exam being terminated or the result being invalidated.
- Do not close the browser, end the screen share, or cover your camera during the exam. Any of these activities will result in the exam being terminated.
- Any suspicious activities during the exam will result in warnings. If the activity continues after you have been warned, your exam will be terminated.
The additional rules in this section apply to Adobe Captivate and Adobe ColdFusion ONLY:
Open-book exam policy:
- Online documentation and reference websites are permitted.
- Captivate and ColdFusion applications are permitted.
- Google and other search engines are permitted.
- AI assistants, including ChatGPT, Claude, Gemini, Copilot, and similar tools, are not permitted.
- Additional devices, including mobile phones and tablets, are not permitted.
- ColdFusion ONLY: Printed notes or reference materials are not permitted.
- Captivate ONLY: Written notes are allowed as long as they are presented prior to the training during the proctor room scan phase.
Questions
View the Self Help Page for detailed information about proctored exams. Or, send a message through our Contact us page.
After your exam
If you fail to pass an Adobe certification exam on your first attempt, you must wait at least 24 hours before retaking the exam. Failure to pass an exam on the second or any subsequent attempt requires a waiting period of 15 calendar days before retaking the exam. Each attempt will incur a separate exam fee.
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- Click on the logo for the social media account you would like to share to.
Renew certification
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How do I renew?
All you need to do is pass two short renewal courses (about 15 minutes each), and your certification will be renewed automatically for two years. Click on the Renewals tab in My Account to begin your renewal.
When do I renew?
You will be notified 180 days before your certification expires that your renewal window has opened. You may complete your renewal any time within those 180 days.
When does my certification expire?
Click on the Certifications tab in My Account. Your expiration date and a countdown is in the Active certifications widget.
What happens if my certification expires?
To reactivate an expired certification, you must take the certification exam and pay the accompanying fee. Avoid the hassle and expense by renewing now for free!
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