Decision Intelligence

Illuminate for OEM: embed real-time decisioning

0 MIN READ • Cres Hay on Aug 4, 2025

As a product manager, you’re constantly juggling a growing backlog and finite resources. Every feature you say “yes” to means deprioritizing something else. So when it comes to meeting customer demand or delivering differentiated value, it’s critical to stay focused on your core, and partner where it counts.

That’s why we’re excited to share that the real-time decisioning and analytics capabilities in PubNub Illuminate are now available to OEM and Reseller partners, allowing them to embed, rebrand, and offer Illuminate as part of their own products.

This update opens the door for OEM and Reseller partners to enhance their offerings with personalized, real-time decisioning and analytics, without the complexity or cost of building from scratch.

Whether you're a game data platform looking to let your game builders unlock special weapons based on specific rules, or an eCommerce platform provider wanting to offer retailers the chance to notify a supplier when a product is suddenly in-demand, you can now embed Illuminate directly into your platform, rebrand it as your own, and deliver immediate value to your customers.

Why we built capabilities for OEM and reseller partners

From the moment we launched Illuminate, one thing became clear: there’s demand for decision intelligence beyond our immediate customer base.

We started hearing from adjacent vendor platforms. Many of these teams were already considering how to build real-time decisioning or analytics tools so they could offer more end-to-end capabilities for their customers. But building this infrastructure takes time, talent, and trade-offs.

Here’s what we heard from prospects and partners:

“We want to give our customers tools to act on user data in real time, but we can’t afford the build time.”
“The no-code approach is perfect for our user base.”
“If we could just white-label this and let our customers use it inside our UI, we’d roll it out tomorrow.”

That was our signal.

So we asked: Why not give these organizations the ability to offer the capabilities in Illuminate as part of their own product suite, without starting from zero?

What’s included in the OEM feature set

With this new capability, the decisioning and analytics power of Illuminate can now be:

Embedded into partner platforms via iFrame for seamless UX integration
Rebranded with your logos, fonts, and styles
Programmatically managed to support multi-tenant onboarding and scaling
Controlled via permissions to customize access levels per customer, user or use case

This makes it easy for OEM and Reseller partners to:

Meet growing customer demand
Expand their product capabilities without a heavy engineering lift
Deliver value faster and go to market sooner
Differentiate in a crowded market with real-time personalization
Enable business users to act instantly without relying on dev cycles

Why real-time decisioning and analytics matters

Real-time responsiveness is no longer a “nice-to-have.” It’s foundational to modern digital experiences. Whether it’s engaging fans during a match, delivering personalized upsells in gameplay, or reactivating users post-stream, timing is everything.

Illuminate enables this through a no-code interface that lets teams:

Capture behavioral data and context in real time
Define metrics and KPIs on the fly
Create decision tables that trigger actions (messages, offers, rewards) based on live activity
Monitor dashboards and iterate in the moment

For example:

A sports app might trigger a merch discount when a goal is scored
A game studio might offer an upsell when a player reaches a milestone
A concert streaming app might present a VIP upgrade when engagement dips

From the moment an event happens to the moment a user sees a relevant response, there’s no lag, just action.

Why I’m excited

I come from the OEM world both as a provider and as a customer. No matter which side you’re on, it’s always exciting to see your product powering someone else’s flagship feature or getting your own product to market faster by building on top of something solid.

The secret is knowing when to partner. And for many organizations we’ve talked to, Illuminate is exactly the capability they need to unlock more value for their customers.

This OEM experience wasn’t just a roadmap checkbox: it was a user-driven evolution. We listened to customer feedback, worked closely with early partners, and iterated based on real-world use cases. Now we’re launching a capability that lets other teams build on top of what we’ve built, and that’s incredibly gratifying.

It also reflects our product philosophy: be great at what we do, and partner for the rest. We don’t expect our customers to be experts in real-time decisioning and analytics. That’s our job. But by giving them the tools to embed, rebrand, and extend Illuminate, we’re helping them and their customers grow faster.

What’s next

If your customers are asking for better control, more personalization, faster experimentation, and smarter automation, you don’t have to build it all yourself.

With Illuminate for OEM capabilities, you can bring real-time decisioning and analytics to market immediately without compromising your roadmap or overloading your team.