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Pega, Merkle launch Unified Data Management Platform
The new offering lets Pega’s Decision Hub choose in real time the ads delivered to customers, based on recent purchases or other responses.
The companies said that this new offering keeps paid media in sync with customer engagement, confronting some of the problems marketers have in keeping their ads up to date with customer reactions.
Recently, Pega launched a Paid Media Manager that allows direct management of paid online ads, improving on its previous ability to deploy ads only in batch.
The Paid Media Manager is integrated with Pega’s key tool, its AI-powered Customer Decision Hub that helps brands take the next best step with their customers. And both components communicate with any DMP through interactions set up by Merkle.
The integration of the three components — Paid Media Manager, Customer Decision Hub and DMP — allows Pega’s brand clients to immediately update their advertising to known customers based on the customers’ responses.