A first-party data strategy to elevate a health information ad platform’s competitive positioning, driving programmatic revenue.
Problem
A large healthcare publisher company needed strong data-driven capabilities, positioning itself as a healthcare media leader.
As media dollars shift further toward programmatic buyers and cookieless targeting, strategic enhancements were required to boost these capabilities and increase ad revenues.
Solution
Our recommendations included a focus on developing a first-party ID; integrating with a third-party healthcare DSP (for privacy compliance and control); and using a Clean Room for privacy-compliant data sharing.
Additionally, we suggested enhanced AI-driven targeting, new processes for programmatic deals, and improved collaboration and training as fundamental to support these initiatives.
Results
Implementing these solutions would differentiate the company in the marketplace, leading to growth, better ad performance, and stronger positioning as the leading health information ad platform with a long-term advantage in first-party data solutions.
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