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Configuring web-based and DMP connections to paid destinations

Suggest edit Updated on September 21, 2021

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 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.

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