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AEP Architecture

End-to-end martech stack — data ingestion, platform core, and activation destinations.

13 sources13 destinations
↓

Data ingestion & sources

13 source categories

Analytics & infrastructure

Customer & identity

Adobe native

Commerce & operations

Advertising

Ingest

▲

Adobe Experience Platform

SaaS UI / Interface

01Data collection
Collect, centralize & govern
Web SDK / TagsMobile SDKServer APISource connectorsCRM / ERP connectorsETL / integration
⇕ collection layer

Adobe Experience Platform Hub

AEP Hub: Profile & Data Management

Data Ingestion

Streaming Connectors

Batch Connectors

Data Prep

XDM Translator

Data Lake

Data Storage

XDM & Datasets

Dataset Export

Data Access API

Governance, Privacy & Security

Data Governance

Labels, Policies, Data Hygiene

Privacy & Consent

Security

Discovery & Insights

Query Service

Intelligence & AI

Customer AI / Attribution AI

Real-Time Customer Profile

activates

Profile Store

Segmentation

Batch / Stream

Identity Store

Audience Composition

⇕ orchestration & insights layer

Orchestration & Insights Layer

Experience Application

02Insights
Analyze, model & derive intelligence
Customer Journey AnalyticsMix ModelerAdobe Analytics
03Orchestration
Activate profiles & journeys
Real-Time CDPJourney OptimizerAudience Manager
⇕ engagement layer
04Customer Engagement
Deliver paid & owned experiences
Ad CloudTargetCampaign & MarketoExperience ManagerCreative Cloud
DisplayVideoSearchSocialDesktopMobileEmailSMSDirect MailAgent

Activate

↑

Data activation & destinations

13 destination categories

Paid media activation

Owned & earned channels

Data & identity out

Commerce & operations

Click any category to expand
↓ Sources feed into AEP via batch or streaming
↑ Segments & profiles activate to destinations