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Extending next-best-action to digital advertising platforms with Paid Media Manager

Paid Media Manager extends Next-Best-Action to modern digital advertising platforms, such as Facebook Ads and Google Ads. Each individual's Next-Best-Action is communicated through audiences on ad platforms.

Traditional advertising campaign management tools rely on audience-based mechanisms and anonymized data segments which can be shared outside the enterprise firewall to determine what ad each individual should see. With Paid Media Manager, action, eligibility, and priority decisions are made with the full fidelity of enterprise data and intelligence within the enterprise firewall, in the same way as with other Pega Marketing-enabled channels.

Paid Media Manager uses the latest Next-Best-Action strategy execution to place individuals into audiences and leverages these audiences on ad platforms to target the individual with the right action at the right priority. Each paid run results in the audiences being updated according to the latest next-best-action for each individual, as in the following figure:

"Audience updates after a paid run"
Audience updates after a paid run

For example, Next-Best-Action may determine that based on an interaction in the call center, an individual named Troy Murphy has a high propensity to accept a UPlusBank Travel Credit Card offer from his bank, the UPlus Bank. Paid Media Manager adds Troy to an audience, for example, UPlusBank Travel Credit Card – High Priority, on each ad platform. Within each ad platform these audiences are configured to be targeted with the appropriate advertising creative for the action. The maximum bid amount for the add click or impression can also be aligned with the priority of that action for each individual.

The result is that soon after the interaction in the call center, Troy's Next-Best-Action is updated across major ad platforms. He is targeted with Travel Credit Card advertisements across major media properties that he interacts with regularly, such as Facebook, Instagram, YouTube, and Google Search.

In this way each known individual, including customers and prospects, can be targeted with ads based on individual-level decisioning rather than audience-based rules. These decisions and the model-based learning which powers them can run on the full fidelity of enterprise data within the firewall. Only the action-based decision is communicated to the advertising platforms in the form of individual audience updates.

For more information about Paid Media Manager, see "Paid Media Manager" in the Pega Marketing User Guide on the Pega Marketing product page. For information about specific use cases, see:

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