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 Customer Decision Hub-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:

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.