Facebook Ads, Google Ads and LinkedIn Ads destinations enable you to target individuals based on their personally identifiable information (PII). To do so, map destination API properties to Pega Customer Decision Hub properties. For example, you can map Email (EMAIL) to .pyEmail1.
While creating a paid destination, in the Field mapping section, map the API parameters to Pega Customer Decision Hub properties. At least one mapping is required. You can map email, phone number, and device ID API parameters to multiple Pega Customer Decision Hub properties. In this way, you can specify multiple emails or phone numbers for each individual. Mapping multiple emails or phone numbers makes it possible to generate higher match rates and reach more individuals.
You can use the following parameters to target individuals:
|Parameter||Encoding for Facebook Ads||Encoding for Google Ads||Additional notes|
|Email address||Must be in lower case.|
|Phone number||Must be in E164 format.|
|First name||Must not include prefixes, such as Dr.|
|Last name||Must not include suffixes, such as Jr.|
|Country||Must be a valid full country name or two-letter country code in ISO 3166-1 alpha-2 format, for example, United Kingdom or GB|
|ZIP code||Must be a valid and verified postal code. For United States, use five digits followed by a four-digit extension, for example, 94303-5300. For the United Kingdom, use the Area/District/Sector format.|
|Mobile device id||Not applicable||No formatting applied||Not applicable|
|Gender||Not applicable||Not applicable|
|Date of birth||Not applicable||Must have the DDMMYYYY (for example, 20201231) or DDMMYYYYTHHmmSS (for example, 20201231T101010) format|
|First name initial||Not applicable||Not applicable|
|Mobile advertiser ID (MADID)||Not applicable||Not applicable|
After the connection is established, a one-way hashed PII is sent directly from Pega Customer Decision Hub to the ad platforms through a secure connection. If the one-way hashed PII matches what the ad platform knows about the individual, the information about the individual is updated, for example, by adding the individual to a new audience, or communicating a conversion outcome. The hashed PII values are then discarded. The one-way hash cannot be reversed to expose PII values to the paid destination. In this way, the individuals' PII is not exposed and the one-way hash is only used to update the audience membership on the paid destination.
After an anonymous link is established, Paid Media Manager can add and remove individuals based on the actions that have been assigned to them by Next Best Action in near real-time. It can also use the same mechanism to communicate data about customer conversions to the destination platform. Because people-based updates do not rely on website cookies, they can be triggered by scheduled runs, real-time container calls, or action responses.