Question
Tata Consultancy Services
GB
Last activity: 13 Aug 2020 15:30 EDT
How to sync audience in adobe audience manager with paid media manager
Hi All,
We have a use case of implementing Paid Media Manager in 8.4 and configure for Adobe Audience Manager only. Subsequent communication with facebook and google is taken care of by Adobe only. I was not able to find any OOTB feature to sync audience in adobe audience manager with paid media manager.
Please help if you have implemented this use case already.
Many thanks
Pegasystems Inc.
IN
Hi,
Paid media manager OOTB provides the integration with Adobe Audience Manager to sync audiences. We have this feature at App Studio-> Settings-> Channels->Paid media-> Data Management Platform (DMP). Please refer Pega Marketing/CDH Implementation Guide on how to configure destinations and leverage this feature. @guptn1
Thanks & Regards,
Matta
TripleNetAI
US
Hello, The Facebook Ads and Google Ads capabilities available through Adobe Audience Manager are very limited. Why is the client taking tis approach rather than using the OOTB direct integrations with Google Ads and Facebook Ads?
Updated: 13 Aug 2020 10:16 EDT
Tata Consultancy Services
GB
Hi both, Thank you for your responses. I will address both.
Firstly in the Pega marketing user guide 84 there is clear instruction on how to Match individuals to their accounts in Facebook, Google or LinkedIn with Paid Media Manager. Updating PII Mappings and Values. Enabling Offline Conversion Push on Facebook. Enabling Device ID Targeting for Google Ads.
App Studio-> Settings-> Channels->Paid media-> Data Management Platform (DMP) will configura Paid Media for the DMP. I don't think this will also sync the DMP Audiences with Paid Madia.
For DMP I can only see a paragraph - Next-Best-Action Targeting on DMP-based Destinations. I can't find instruction on how to match the individuals to their accounts in Adobe.
Secondly I understand OOTB direct integrations with Google Ads and Facebook Ads is the best way to use paid media manager but the client already has a connection set up like between adobe and facebook/google and so they want to keep this after implementing paid media manager.
Can you please discuss on my first point and explain a little more how I achieve a matching of Adobe Audience with that in Pega Marketing please.
TripleNetAI
US
I see the documentation was missed in 8.4. You can find it here in the 8.3 user guide. These instructions have not changed:
A DMP like Adobe Audience Manager primarily relies on a 3rd party cookie to target an individual on website. This is also the case for a DMP to target via the Facebook and Google ecosystem. This does not work in any major browser today aside from Google Chrome. Google announced they will fully depreciate 3rd party cookies in the next 16 months. At this point the DMP will largely be useless without the ability to track individuals across domains without consent.
It is a bit concerning that a client wants to invest in 1:1 decisioning via a legacy platform such as a DMP. I would consider this a high risk factor for this projects success.