Adobe Target is too heavy for our team

That’s a common feeling. Adobe Target can be powerful, but for many teams it’s more platform than they actually need.

A few lighter-weight paths, depending on what you’re trying to do:

• If you mainly need A/B testing: consider simpler tools like VWO, Optimizely Web, Convert, or AB Tasty.
• If you need personalization without a big implementation burden: look at Dynamic Yield, Kameleoon, or even server-side rules in your CMS/CDP.
• If your team is small and wants low overhead: start with feature flags + experiment tracking using tools like LaunchDarkly, Statsig, or GrowthBook.
• If you’re already on Google stack: GA4 + Google Optimize is gone, so you’d need an alternative, but some teams move experimentation into their product analytics or feature-flag layer.

A practical way to decide:

1. List your top 2–3 use cases: A/B tests, personalization, audience targeting, recommendations, QA, etc.
2. Check who will manage it: marketing, product, engineering, or all three.
3. Decide whether you need enterprise governance or just fast experiments.
4. Estimate implementation time and ongoing maintenance.

If you want, I can help you narrow down a replacement based on:

• team size
• web vs app
• marketing vs product-led experiments
• budget
• how much engineering support you have