In addition to modern, CRM-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 CRM-based APIs, these platforms generally rely on third-party cookies to build anonymous profiles and target individuals with ads. Paid Media Manager integrates with these mechanisms to deliver people-based Paid Audiences and Next-Best-Action decisions.
Typically pixel-based mechanisms target individuals with advertisments based on only the current content of the website which the individual is viewing. For example, if Troy goes to uplusbank.com and views information on a Platinum credit card, the pixel would then activate and target Troy with ads for the credit card. Paid Media Manager instead bases the ad targeting decision on Next-Best-Action. This takes into account the history of Troy's interactions and the learnings derived from them in order to show him an ad for a product which he has a high propensity to buy.
Unlike with CRM-based APIs where audience can be updated via S2S API calls at any time, pixel-based audiences can only be updated when an individual is in a live web session and on an advertiser owned website. Many browsers also prevent access by third party cookies, which may further limit the ability to update audiences through this mechanism.