WAYNE, PA — PurpleLab® has announced a strategic partnership with Comscore to launch ID-free Predictive Audiences on The Trade Desk’s Contextual Marketplace. This initiative provides privacy-compliant targeting solutions for advertisers in the healthcare industry, leveraging AI and de-identified claims data to deliver scalable and precise audience segmentation.
The collaboration combines PurpleLab’s comprehensive database, built from over 330 million de-identified healthcare claims, with Proximic by Comscore’s advanced contextual intelligence technology. The result is a privacy-focused targeting solution that aligns with evolving state privacy regulations impacting pharma advertising. These newly available audience segments allow advertisers to programmatically reach healthcare consumers across platforms like desktop, mobile, connected TV (CTV), and audio, all while maintaining robust privacy standards.
“We are excited to partner with Comscore to bring our rich healthcare audiences to The Trade Desk in such an accessible way,” said Scott Ronay, VP, Sales, Advertising Solutions at PurpleLab. “This collaboration allows advertisers to contextually target valuable health audiences, all while enabling a high level of privacy features. The ‘off-the-shelf’ availability on The Trade Desk’s Contextual Marketplace significantly streamlines the activation process, allowing our clients to easily reach their preferred contextual healthcare audience.”
The ID-free Predictive Audiences are designed to address growing concerns about the reliance on personal identifiers by offering an alternative that ensures compliance with privacy laws while maintaining targeting accuracy. Advertisers can confidently access and engage health-focused consumers across all 50 states using PurpleLab’s ID-free solutions paired with Comscore’s currency-grade data and AI-driven insights.
“Advertisers need innovative solutions that deliver both reach and accuracy without relying on personal identifiers,” said Rachel Gantz, Managing Director of Proximic by Comscore. “Our partnership with PurpleLab is a testament to our commitment to providing future-proof targeting capabilities. By leveraging Comscore’s currency-grade data and AI, we are extending the reach of PurpleLab’s valuable ID-based audiences, offering advertisers increased scale and preserving the targeting accuracy they’ve come to expect.”
This partnership signals an important step for the pharmaceutical advertising industry as it adapts to stricter privacy regulations. By offering privacy-by-design audience segments, PurpleLab and Comscore are enabling brands to engage healthcare audiences safely and effectively, paving the way for more innovative and compliant advertising solutions in the future.
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