Signals are the smallest data units in Audience Manager and are expressed as key-value pairs.

  • The key is a constant that defines a data set (e.g., gender, color, price).
  • The value is a variable related to the constant (e.g., male/female, green, 100).

Comparison operators join the key-value pair and set the relationship between them. In simple terms “A signal is a key-value pair that identifies certain web activity”.


  • product=camera
  • price>1000
  • type=digital SLR
  • page=sports
  • event=form submission


Amit Kumar

Results driven Adobe Certified Architect with extensive experience managing and implementing marketing Strategies to drive business growth. Enjoy optimizing the customer experience through the use of data, futuristic thinking + channel mixing – e.g., using creative combinations of traditional methods + shiny new toys like automation platforms.


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