Generating Next-Best-Action Web Audiences with Paid Media Manager
Use Paid Media Manager to target individuals on paid channels based on your enterprise data and decisions. With the traditional approach to web marketing, if an individual views information on a product (for example, a Samsung Galaxy mobile handset), they will likely be targeted with advertisements for that product for days, weeks, or even months after. The company selling the product will leverage pixel-based APIs from various ad platforms to retarget the individual based solely on this one interaction.
With Paid Media Manager, you can improve the targeting by leveraging the full fidelity of enterprise data and intelligence to determine which ads to target the individual with, and at what priority. Instead of relying just on the last web interaction, Paid Media Manager communicates the individual’s Next-Best-Action, considering that interaction as well as data about previous interactions to determine how to target individuals with ads.
For example, an individual named Troy Murphy browses the website of his bank, the UPlus Bank. He has previously logged to the Facebook web app, so Facebook is able to link his identity to a Facebook browser cookie. Likewise, Google may recognize Troy based on his previous authentication on Gmail or YouTube. As Troy clicks through the bank's website, the Facebook and Google pixels activate and pass information about the event back to the ad platforms. With the use of a REST service provided by Paid Media Manager, these pixels can include Troy's latest Next-Best-Action is a Premium credit card. This creates a custom event in the Facebook Events Manager or Google Analytics, which can be used to build Next-Best-Action audiences. The individual can then be targeted with ads based on his Next-Best-Action.
The Paid Web Service can be used with any ad platform pixels, including those from Twitter Ads, Amazon Advertising, and The Trade Desk.
Considerations for using pixel-based APIs
When implementing pixel-based APIs, keep in mind the following considerations:
- Unlike people-based APIs that rely on hashed Personally Identifiable Information (PII), such as an email address or phone number, pixel-based APIs rely on a web cookie. As a result, this targeting mechanism requires an individual to be in a live web session to call a pixel. Because the ability to call cookies from a third-party server (a.k.a third party cookies) is increasingly restricted in modern web browsers, the third-party server may sometimes be unable to identify the individual.
- Pixel-based audiences cannot be updated. This means that once an individual is added to a pixel-based audience, they cannot be removed from it and may still see the same ad even after they accept or reject the action, until the individual’s audience membership expires. Make sure to set an appropriate expiration these web audiences based on Next-Best-Action.
- As a best practice, use people-based APIs in conjunction with pixel-based APIs to maximize the opportunities to target individuals with ads based on their Next-Best-Action.
Below are specific instructions on how you can implement the Paid Web Service to generate Next-Best-Action audiences on Facebook Ads and Google Ads: