Adobe Target is priced around entitlement and activity. The agreement defines which capabilities you can use, such as testing, automated personalization and recommendations, and ties cost to the volume of activities and the audience you target. The higher the tier and the broader the entitlement, the higher the number.
The trap is scope. Target is frequently sold at a tier with capabilities you never switch on, because the broader entitlement was bundled in to make a larger Experience Cloud deal look like better value. You end up paying for personalization features that sit idle while your team runs a handful of basic tests.
Because Target rarely appears as a clean line item, the cost hides inside the bundle. The only way to know whether you are over scoped is to separate Target out and measure it against what your team genuinely uses.
