pharma advertising

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tough Math MediaMath came to the end of its decade-long venture capital tether last year when it sold a stake to PE firm Searchlight Capital, wiping out the equity of its founders, early investors and employees. It’s a bitter outcome, reports Insider in […]

Data platform Dstillery released a contextual solution with healthcare analytics company PurpleLab to help pharma advertisers target audiences without third-party cookies. The tool uses ID-less signals, such as URL, time of day of web visits and regional location, then uses that data to find patterns in online behavior that are associated with specific health conditions.

The Health Insurance Portability and Accountability Act (HIPAA) is the most mature and comprehensive health data protection law in the US. (It passed in 1996.) But does this patient data protection law apply to data-driven advertising and online data collection? The answer is yes and no.

Linear TV has long dominated the marketing mix for pharmaceutical brands and their agencies, but it won’t be long before CTV overrides linear for overall audience share. And unlike linear, CTV offers precise programmatic targeting, making CTV ads more relevant and more cost-effective, writes Marcella Milliet Sciorra, CMO of DeepIntent.

Patients are wielding their power as consumers, and the healthcare industry needs to adapt to address their needs and expectations. Artificial intelligence might just be the key for healthcare marketers to unlock the new patient economy, says Stefanos Kapetanakis, GVP, Data and Technology, at Publicis Health Media. 

Pharma’s digital transformation has accelerated media spending on video across devices. And media buyers in the pharma space have ways to overcome the additional challenge of needing to adhere to numerous regulations, writes Kelly McAloon, Associate Media Director of Programmatic at Good Apple.

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms. While the TV industry’s trust in Nielsen as a measurement system is at a low right […]

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The connected TV streaming boom is drawing a traditionally conservative group of marketers in healthcare and pharmaceuticals, who are attracted to CTV’s targeting and customization capabilities. Healthcare and pharma marketers’ digital advertising spend grew over 14% in 2020 and is expected to […]

WarnerMedia’s advertising and analytics unit Xandr has partnered with healthcare marketing and analytics platform Lasso to deliver programmatic advertising to the pharma and healthcare industries across CTV, social and email.  Mike DiNorscio, Lasso co-founder and chief revenue officer, told AdExchanger that the partnership, formally announced on Monday, had been underway since Lasso launched in December […]

Add Bayer to the list of brands pausing paid media on Facebook for the month of July. The consumer health and pharma giant confirmed the pause with AdExchanger, but declined to share details on whether the move is directly connected to the broader Facebook boycott spearheaded by civil rights groups such as Color of Change, […]