Viant Integrates with PurpleLab™
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The integration between Viant Technology Inc. and PurpleLab™ represents a significant strategic move within the healthcare advertising sector. By leveraging PurpleLab's extensive medical and pharmaceutical claims database, Viant is poised to offer a more granular and effective measurement solution for healthcare marketers. This collaboration is likely to provide a competitive edge in an industry where precision and targeted messaging are increasingly vital. The utilization of advanced analytics and cookieless measurement addresses the growing privacy concerns and the shift away from traditional cookie-based tracking.
From a market research perspective, the ability to analyze healthcare provider performance and prescription data at a physician level offers a transformative potential for campaign optimization. This could lead to more efficient ad spend and higher ROI for healthcare brands, which is especially relevant given the industry's significant share of U.S. GDP and its aggressive digital advertising growth trajectory. The partnership may catalyze further investments in similar technologies by competitors, potentially accelerating innovation in the field.
Understanding the impact of this integration requires an appreciation of the healthcare industry's unique advertising needs. The sector demands compliance with stringent privacy regulations, making de-identified data crucial. Viant's Household ID and PurpleLab's HealthNexus together seem to offer a solution that respects patient privacy while still providing actionable insights. This is critical in an environment where data privacy is not just a compliance requirement but also a brand trust factor.
Furthermore, the ability to measure prescription optimization and physician-level data could lead to more personalized healthcare marketing strategies, potentially improving patient engagement and treatment outcomes. This level of specificity in advertising analytics could aid healthcare providers in identifying unmet patient needs and gaps in care, which is beneficial for public health and business performance alike.
The shift towards cookieless measurement solutions is a direct response to the evolving digital landscape, where user privacy concerns and regulatory changes are making traditional tracking methods obsolete. Viant's adaptation to this shift, by offering a cookieless Household ID, is a forward-thinking approach that aligns with industry trends. This approach not only caters to the immediate need for privacy-compliant advertising solutions but also sets a precedent for the future of digital marketing in sectors beyond healthcare.
The integration's potential to reshape campaign messaging and targeting could significantly influence digital advertising strategies across the board. Companies that can harness such advanced analytics and measurement solutions will likely see enhanced campaign performance and a deeper understanding of consumer behavior, which is the cornerstone of effective digital marketing.
Setting a new standard for measurement solutions and advanced analytics in healthcare advertising
With the healthcare industry constituting a substantial
“Both Viant and PurpleLab continue to innovate, particularly in the areas of data, cookieless measurement, and analytics, and this integration will enable healthcare brands to better optimize their campaigns and gain valuable insights for prescription optimization, healthcare providers, and physician-level data,” said Tara Nanda, Vice President, Addressable Strategy and Activation at KINESSO.
Through this integration, Viant will provide advertisers with advanced healthcare analytics, leveraging PurpleLab's extensive claims database, HealthNexus, their expertise in evaluating provider performance, and Viant’s cookieless Household ID. The result will be a comprehensive and sophisticated measurement solution aggregating prescription optimization, healthcare providers (HCP), and physician-level data.
“PurpleLab is excited to partner with Viant. Our integration will give healthcare brands and advertisers access to an advanced measurement solution, enabling them to make more informed decisions, reshape campaign messaging, target more effectively, and drive better patient outcomes in the healthcare industry,” said Mark Brosso, founder and CEO of PurpleLab.
ABOUT VIANT
Viant® (NASDAQ: DSP) is a leading people-based, advertising technology company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. As an organization committed to sustainability, Viant’s Adricity® carbon reduction program helps clients achieve their sustainability goals. In the past year, Viant was recognized by G2 as a Leader in the DSP category and as the Best Software in Marketing & Advertising, earned Great Place to Work® certification, and became a founding member of Ad Net Zero. Viant’s Co-Founders Tim and Chris Vanderhook are also past recipients of EY’s Entrepreneurs of the Year award. To learn more, please visit viantinc.com.
ABOUT PURPLELAB
PurpleLab™ is a healthcare analytics company with a mission to spur value-driven innovation across the healthcare continuum. HealthNexus™, the company's no-code analytics platform empowers life science, payers, providers, and other healthcare stakeholders to develop real-world evidence (RWE) that novel therapeutics or clinical strategies are performing, leading to savings in lives and costs. PurpleLab, who raised a Series B financing of
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1 Centers for Medicare and Medicaid Services (CMS), 2022
2 Source: Insider Intelligence | eMarketer, August 2023
View source version on businesswire.com: https://www.businesswire.com/news/home/20240117896125/en/
Media:
Marielle Lyon
press@viantinc.com
Source: Viant Technology Inc.
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