Precision Health Media Pioneers Safe, Compliant Programmatic Ad Buying for Pharma Industry





NEW YORK, NY –  Precision Health Media announced that pharmaceutical and other health brands using PageMatch™, the company’s proprietary page-level targeting technology, now have access to programmatic targeting options through the company’s integration with leading exchanges. PageMatch identifies top-performing, brand-safe content pages across 220 trusted partner sites through its private marketplace. The addition of new programmatic advertising options enables pharma brands to target and bid on those trusted pages across 15 billion daily impressions in addition to Precision Health Media’s private marketplace of top health sites.

“We have developed a high-performance ad targeting engine that does not depend on cookies or audience tracking. Our PageMatch Private Marketplace combines deep relevance, historical analysis and real-world data to identify content that attracts visitors based on specific health conditions. It works directly with our upscale partners and our proprietary technology is also integrated into the AppNexus exchange for safe fulfillment of high volume campaigns,” said Jeff Marcus, CTO of Precision Health Media.

Industry reports from IDC forecast programmatic buying will grow by 992 percent over its 2011 share by 2016. For the pharma industry, specifically, online ad spend is projected to rise from $1.6 billion in 2012 to $2.5 billion in 2016. Despite a continuous shift in ad budgets toward digital media channels, pharma and health brands are often more limited than other industries in how they can target consumers online. Programmatic and other forms of automated media buying, through exchanges like AppNexus and Right Media, provide a scalable, efficient and cost effective alternative or supplement to buying ad inventory direct from publishers. However, programmatic can also pose challenges unique to pharma brands.

“Programmatic is a massive opportunity for brands today, enabling advertisers to achieve massive reach and scale. But the uncertainty of ad placement and the widespread use of cookie-based audience targeting across exchanges has made it a non-starter for pharma and health brands,” said Bill Jennings, CEO of Precision Health Media. ”We are thrilled to partner with the leading exchanges to provide the industry’s first programmatic targeting option for pharma brands that does not use cookies. Precision Health enables pharma to significantly increase the amount of contextual health targeting that is available on high quality sites.”

The PageMatch platform enables brands to leverage contextual targeting across the exchanges based on proprietary algorithms to identify niche health content pages. It then scores these pages based on performance, safety and other key criteria, ensuring high quality media in a trusted environment. Because there is no use of cookies or behavioral targeting involved, PageMatch ensures compliance with medical/pharma industry standards. Additionally, due to a recent partnership with SpongeCell, PageMatch now offers capability for richer ad units, beyond IAB standards, to drive deeper consumer engagement with pharma ads.

“At Razorfish Healthware, we’re always looking for new ways to connect our audiences with the content they need at a specific moment along their health journey. Precision Health’s PageMatch technology helps deliver the niche contextual health content to meet audience needs,” said Brian Werner, media director for Razorfish Healthware.

To learn more about PageMatch (previously known at ConditionMatch), visit: http://precisionhealthmedia.com.

About Precision Health Media
New York-based Precision Health Media delivers specific health condition audiences to pharma and consumer brands. The company is backed by Metamorphic Ventures, Cava Capital, Hub Angels Investment Group and several individual investors including Mike Perlis (CEO Forbes), Rick Thompson/Larry Braitman (Founders Adify, Flycast), Joe Apprendi (Founder Collective), Richard Forman (Health Venture Group), Geoff Judge (Partner iNovia), Bill Benedict (Alpine Meridian), and Chris Young (Founder Digital Broadcasting Group). PageMatch is a trademark of Precision Health Media. For more information, visit www.precisionhealthmedia.com.


Via Ad Operations Online

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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