Pega makes AI hype real by analyzing both paid and owned customer interactions in real time to optimize the performance of every digital ad
Pegasystems Inc., business process, and customer relationship management solutions provider released Pega Paid Media Manager – a new Pega Marketing application capability that uses artificial intelligence (AI) to serve the most relevant digital ads.
“Even as AI rapidly transforms MarTech and AdTech, consumers still loudly complain about irrelevant ads that interrupt their online experiences,” said Tom Libretto, CMO, Pegasystems. “Pega makes AI hype real by analyzing both paid and owned customer interactions in real time to optimize the performance of every digital ad. This unparalleled capability enables brands to both maximize their ad spend and deliver consistent customer experiences across every channel.”
Unlike other digital campaigns that show ads related to unwanted or previously purchased products, Pega Paid Media Manager dynamically serves the offer or content that is most likely to resonate with an individual customer at a specific moment.
Deeper Insights to serve the most relevant ads in real time
Powered by AI from the Pega Customer Decision Hub, the solution analyzes customer behaviors across owned and paid channels, that are aligned together, to contextually adapt offers in real time. The customer could be making a purchase, browsing an online catalog, requesting service, or clicking an offer. By gaining a deeper level of insight into customer tendencies, marketers can fully orchestrate each paid customer journey, serving the most relevant ads wherever and whenever their prospects navigate online.
Predictive Analytics helps optimizes the return for each ad served
The Paid Media Manager determines the brand’s willingness to pay for a specific ad shown to a customer as options arise for bidding in real time. Predictive analytics capability helps to measure in advance the customer’s likelihood in clicking on the ad balanced against the projected financial return.