Comscore Deal Promotes ID-Free Healthcare Targeting

Comscore has announced a partnership with healthcare claims data firm PurpleLab, to make the latter's healthcare targeting segments available as ID-free Predictive Audiences directly on The Trade Desk's Contextual Marketplace.

Changes in state privacy regulations require firms wanting to target healthcare audiences to avoid the use of ID-based technology. PurpleLab's database of more than 330 million de-identified claims will be now be combined with Proximic by Comscore's AI contextual intelligence to create the new ID-free Predictive Audiences to give advertisers a privacy-focused means of targeting healthcare consumers at scale.

The Trade Desk offers a self-service platform through which ad buyers can create, manage and optimize digital campaigns across ad formats and devices. In April it announced an integration with NIQ's omnichannel shopping behavior and purchasing data to enhance ad planning and activation, launched under a new brand, Consumer Canvas.

Scott Ronay, VP, Sales, Advertising Solutions at PurpleLab says the 'off-the-shelf' availability of the new Comscore solution on the Trade Desk's Contextual Marketplace 'significantly streamlines the activation process, allowing clients to easily reach their preferred contextual healthcare audience across desktop, mobile, CTV and audio.'

Rachel Gantz (pictured), Managing Director of Proximic by Comscore says the deal is testament to her firm's 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.'

Web sites: www.purplelab.com , www.comscore.com and www.thetradedesk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.