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.
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.
Sample Javascript to send Next-Best-Actions to the advertising pixel
Use Paid Media Manager to target individuals on paid channels based on your enterprise data and decisions.
As part of implementing pixel-based APIs on your website, you must configure an advertising pixel which will trigger when an individual does specific actions on your website. To help you configure the pixel for Next-Best-Actions, you can refer to the following sample Javascript: Sample Paid Web Service Pixel Call for Facebook Ads and Google Ads. The sample contains examples of Facebook- and Google-specific code that you can reference in your own implementation.
The sample code uses the Pega Marketing and Pega Customer Decision Hub identity management feature. For more information, see Identity management for the Container REST service.
Using a Facebook Pixel to create action-based audiences in Facebook Ads
This tutorial describes how to customize a Facebook Pixel to include the information required by the Paid Web Service, and how to convert a Facebook event into a people-based audience.
- Create a Facebook Pixel in Facebook Ads. To help you configure the pixel, see Sample Javascript to send Next-Best-Actions to the advertising pixel.
Make sure to include the following line in the <script> section of the pixel code:
fbq('trackCustom',’AudienceName’); The value of the AudienceName parameter is provided by the PaidAudiencesContainer REST service. This service returns a list of all paid audiences to which an individual belongs, that is, the latest actions selected for the individual by the Next-Best-Action strategy. For more information about the PaidAudiencesContainer REST service and its parameters, see Understanding the PaidAudiencesContainer REST service.
- Install the Facebook pixel on your website.
- To verify that the pixel is correctly configured, generate some website
traffic, and then log in to Facebook Events Manager, as in the following
figure:There might be a delay of several minutes before the events are created. For more information, see Navigate Events Manager for Facebook Pixel.
- To use the event data in your targeting, convert the events to Facebook
audiences:
- Log in to Facebook Business Manager.
- Click .
- In the list of sources, select Website traffic.
- In the Add people to your audience section, select your custom event, as in the following figure:
- Save the audience and use it in your Facebook campaigns.
Using Event Tracking to create action-based audiences in Google Ads
This tutorial describes how to customize a Google Analytics Event to include the information required by the Paid Web Service, and how to convert an Event into a people-based audience.
- Log in to Google Analytics. If required, sign up for a new Google Analytics account.
- In the Admin panel, click > and take note of the ID in the Tracking ID field.
- In the Global Site Tag field, copy the Global Site Tag tracking code.
- Work with your web team to add the Global Site Tag tracking code to the
<HEAD> element of every website where you want to
track visitor activity. After implementing this tag, you can monitor site visitors on the Home page of Google Analytics.
- In Google Analytics, in the Admin panel, click .
- Set the Remarketing and Advertising Reporting features toggles to ON.
- In the Admin panel, click .
- Select your Google Ads account or create one with the same email as the one that you used for the Google Analytics account.
- Click Continue.
- Set the All Website Data toggle to ON.
- Click Link account.
- Work with your web team to add the pixel to your website.To help you configure the pixel, see Sample Javascript to send Next-Best-Actions to the advertising pixel.
Make sure to include the following line in the <script> section of the pixel code:
<script> gtag('js', new Date()); gtag('config', '<your global site tag tracking code>');// In the Admin panel, click Tracking Info > Tracking Code and take note of the ID in the Tracking ID field. gtag('event', '<your event action>', { // event action could be Page View, click, download etc. 'send_to': '<your global site tag tracking code>', 'event_category': '<event category>', 'event_label': '<event label>' }); </script> The value of the <Event Label> parameter is provided by the PaidAudiencesContainer REST service. This service returns a list of all paid audiences to which an individual belongs, that is, the latest actions selected for the individual by the Next-Best-Action strategy. For more information about the PaidAudiencesContainer REST service and its parameters, see Understanding the PaidAudiencesContainer REST service.
- To verify that the pixel is correctly configured, generate some website
traffic, and then log in to Google Analytics and click .
- To use the Event data in your targeting, convert the events to Google Ads
audiences:
- In the Admin panel of Google Analytics, click .
- Click .
- Click Conditions and select your custom Google Analytics Event by its Event Label, that is, the name of the paid audience to which an individual belongs in Paid Media Manager.
- Add any other required conditions and select the Google Ads account where the audience should be created.
- Click Publish.
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