The Trade Desk Expands Healthcare Measurement and Optimization Integrations for Pharma Advertisers

The Trade Desk deepens pharma-focused data and measurement tools by pulling Crossix and IQVIA Digital healthcare insights directly into its ad-buying platform.

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Expanded integrations with Veeva Crossix and IQVIA Digital bring more granular healthcare insights closer to media decisioning

NEW YORK--(BUSINESS WIRE)-- The Trade Desk, a leading global advertising technology company, today announced expanded integrations with healthcare analytics and measurement providers Veeva Crossix and IQVIA Digital. The enhancements give pharma advertisers more granular insights into campaign performance and new ways to apply those insights to media optimization and decisioning.

Pharma analytics has traditionally focused on evaluating campaign effectiveness and identifying optimization opportunities outside the platform environment. The Trade Desk is helping shrink the gap between insight and action by bringing more healthcare data, greater choice and more granular measurement and optimization closer to media decisioning, giving advertisers the ability to apply learnings and make optimizations while campaigns are still running.

Instead of relying on a single campaign-level result, advertisers can gain a more detailed view of which parts are performing better and shift bidding and optimization decisions to maximize outcomes. For example, a pharma marketer could evaluate audience quality by site, geography or device type, connect media exposure to outcomes such as new-to-brand prescriptions, and automatically shift spend to maximize the impact of each media dollar.

“Pharma marketers need more signal closer to their platform decisioning, and they need the flexibility to define what success looks like for their business,” said Elizabeth Keenan, GM, Client Services, The Trade Desk. “By giving advertisers greater choice in the data, measurement partners and outcomes they use, we’re helping them invest with more confidence and make every media decision work harder.”

Crossix is making in-platform optimization with frequent updates against advertiser KPIs, accelerating the loop between campaign execution and optimization. Crossix is also expanding the optimization KPIs advertisers can incorporate into media decisioning. Advertisers can currently optimize in-platform toward Audience Quality (AQ) and cost per target reach, with Gross NBRx optimization metrics coming in Q4. A new weighted KPI capability, also expected in Q4, will allow advertisers to combine Crossix AQ and Gross Conversion data to optimize toward the mix of outcomes most relevant to their campaign objectives.

“Pharma marketers want automated solutions to maximize the impact of their campaigns – a tighter loop between their media investments and real-world health outcomes enables that at scale,” said Dan Stein, SVP, Crossix Analytics Partnerships. “Making Crossix optimization analytics available within The Trade Desk bidding algorithms helps advertisers use the signals that matter most to their business to better inform campaign optimization.”

IQVIA Digital is helping make the view of performance more granular. Advertisers can currently optimize in-platform toward AQ and cost per target reach. Enhancements coming in Q4 will add AQ measurement by site, geography and device type, as well as new-to-brand prescription (NBRx) measurement. These insights can help advertisers identify where they are reaching the most relevant audiences and make more precise optimization decisions.

“Healthcare marketers increasingly need measurement that goes beyond determining whether a campaign worked to explain what is driving performance,” said Justin Rosen, Head of Measurement Product, IQVIA Digital. “Bringing more granular IQVIA Digital measurement into The Trade Desk can give advertisers a clearer view of campaign performance and help them translate those insights into more informed media decisions.”

The Trade Desk also supports multi-provider HCP decisioning, enabling advertisers to extend NPI reach across multiple providers to help increase scale and improve efficiency. Together, these capabilities reflect The Trade Desk’s broader approach to pharma advertising: combining AI-powered media decisioning with specialized, independent healthcare measurement and the privacy safeguards the category requires.

“Pharma has unique requirements, but the principles of great advertising remain the same,” said Baron Harper, VP of Business Development, The Trade Desk. “Advertisers should be able to choose the data and measurement partners they trust, understand how their investments are performing, and use better data to make better decisions.”

To learn more about The Trade Desk’s approach to data-driven activation and measurement for pharma marketers, explore our events and onstage sessions at Fierce Pharma Week 2026.

About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn, and YouTube.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260915892359/en/

Media Contact
PR
Farshad Hash
The Trade Desk
PR@thetradedesk.com

Source: The Trade Desk

Key Terms

nbrx medical

NBRx stands for "new-to-brand prescriptions" and measures the number of prescriptions written for a particular branded medicine for patients who were not recently using that brand during a defined time period. It shows how many new patients a drug is acquiring, rather than repeat fills. Like counting first-time customers in a store, NBRx helps investors assess a drug’s sales momentum and market adoption over time.

hcp technical

An HCP (healthcare professional) is a licensed medical practitioner—such as a doctor, nurse, pharmacist or clinician—who diagnoses, treats and advises patients. For investors, HCPs are important because their prescribing choices and treatment recommendations directly affect product sales and market uptake, acting like gatekeepers whose preferences and acceptance can determine a therapy’s commercial success and regulatory exposure.

npi technical

New product introduction (NPI) is the organized process a company uses to bring a new product from idea to market, covering design, testing, manufacturing setup, and launch. Investors watch NPI because it drives future sales and profitability much like a baker introducing a new bread — it can attract customers, change production costs, and signal how well the company can innovate and scale. Successful NPIs often translate into revenue growth, while delays or failures can hurt earnings and stock value.