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Learning about paid destinations

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A paid destination holds the configuration of how an ad platform receives audiences using a specific integration mechanism. You can have multiple paid destinations for each ad platform. For example, separate Google Ads accounts may be used for Google Search and for YouTube. After a paid destination is set up, it can be configured to receive paid audiences based on Next-Best-Action Designer or intelligent segments.

Paid Media Manager supports modern people-based destinations, such as LinkedIn Ads, Facebook Ads, or Google Ads. You can also use it with legacy integration methods supported by traditional website banner advertisements.

People-based paid destinations

Paid Media Manager uses the people-based matching APIs for Facebook Ads, Google Ads, and LinkedIn Ads to synchronize paid audiences and target individuals based on their personally identifiable information (PII).

People-based APIs is the general term for APIs that are intended to operate on known individuals, typically by using hashed PII such as emails and phone numbers as the common ID linking the individual in the two systems.

To set up a connection, you must configure both Paid Media Manager and the paid destination to which you want to connect. For more information, see the following topics in the Pega Customer Decision Hub Implementation Guide:

After the connection is established, a one-way hashed PII is sent directly from Pega Customer Decision Hub to the ad platforms through a secure connection. If the one-way hashed PII matches what the ad platform knows about the individual, the audience is updated. The hashed PII values are then discarded. The one-way hash cannot be reversed to expose PII values to the paid destination. In this way, the individuals' PII is not exposed and the one-way hash is only used to update the audience membership on the paid destination.

After an anonymous link is established, Paid Media Manager can add and remove individuals based on the actions that have been assigned to them by Next Best Action in near real-time. Because people-based updates do not rely on website cookies, they can be triggered by scheduled runs, real-time container calls, or action responses.

Updating PII values

For updates to individuals' PII values, such as a new name or phone number, the PaidCustomerResyncMaster agent periodically scans for changes. If a PII update is detected, for example, if there is a new phone number, the agent updates the information used for subsequent paid syncs across destinations which use that information. The individual is also removed from existing audiences which use the old PII and added back with the updated PII. By default, this is configured to run every 7 days. For more information, see Paid Media Agents.

Updating PII mappings

If you update a PII mapping, for example, by mapping the destination platform email to a different property in Pega Customer Decision Hub, each audience for the updated destination will be rebuilt with new PII values. Rebuilding audiences based on updated mappings may take a similar amount of time as an initial scheduled run. The ProcessPaidMediaReSync agent scans for changes in PII mappings. If a change is detected, it triggers a resynchronization for that destination. By default, the agent is configured to run every 5 seconds. For more information, see Paid Media Agents.

Web-based and DMP connections to paid destinations

In addition to modern, people-based platforms, Paid Media Manager also supports pixel-based APIs provided by advertising technology platforms, including demand-side platforms (DSPs), data management platforms (DMPs), and advertising networks. Instead of people-based APIs, these platforms generally rely on third-party cookies to build anonymous profiles and target individuals with ads. For more information on how Paid Media Manager integrates with these mechanisms, see the topic Configuring web-based and DMP connections to paid destinations in the Pega Customer Decision Hub Implementation Guide.

  • Understanding paid media artifacts

    Paid Media Manager generates and continuously updates a number of artifacts on ad platforms to enable targeting individuals with next-best-action decisions.

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