Pega, Merkle launch Unified Data Management Platform

Cambridge, Massachusetts-based Pega Systems and performance marketing agency Merkle have announced the launch of their Unified Data Management Platform (DMP).

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.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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