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Adobe Named a Leader in Gartner 2020 Magic Quadrant for Personalization Engines

Press release from the issuing company

Adobe Recognized Based on Completeness of Vision and Ability to Execute

San Jose, Calif. — Adobe today announced that Adobe has been named a Leader by Gartner, Inc. in the “Magic Quadrant for Personalization Engines” (July 2020) research report for the third consecutive year since the report’s inception.1 13 vendors were evaluated across 15 criteria in the categories of completeness of vision and ability to execute.

According to the report, Gartner defines personalization engines as “software that applies context about individual users to select, tailor and deliver messaging such as content, offers and other interactions through digital channels in support of three use cases: marketing, digital commerce and customer experience (CX).”

“Rapidly changing markets and consumer needs have made it more critical than ever for brands to deliver a personalized experience with each engagement on the customer journey,” said Drew Burns, group product marketing manager, Adobe Target. “We continue to make enhancements to our powerful Target solution, especially to our embedded AI powered capabilities, to help brands excel at providing personalized customer experiences across web, apps, email, set-top boxes, gaming consoles, devices, kiosks and screens of all sizes.”

Adobe Target offers a standalone testing and personalization application, while also serving as the personalization engine behind other Adobe Experience Cloud applications. Through Adobe Experience Platform, Target is supported by a unified, real-time customer profile in segmenting visitors into meaningful, valuable audiences for targeted experiences. Targeting can be done manually to audiences and on a one-to-one level using Adobe Sensei, Adobe’s AI and machine learning framework.

1Gartner, Magic Quadrant for Personalization Engines, Jennifer Polk, Claire Tassin, and Jason McNellis, July 2020.


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