Demand-side platforms, or DSPs, have grown exponentially, allowing automation to guide programmatic ad-buying decisions, saving money and time.
Our current ad-buying environment – more specifically, Google’s antitrust trial – has opened the door for a more thorough use of demand-side platforms. With uncertainty in the air, including possible upcoming divestiture, DSPs can be there for publishers looking to monetize traffic. All in all, regardless of the outcome of what could be a multi-year battle, DSPs are perfectly poised to help publishers and advertisers increase reach, improve efficiency, and maximize budgetary allocations.
The Growth Of DSPs
Demand-side platforms were introduced to centralize and streamline media buying, quickly adding enhanced targeting capabilities for specific audience segments. With growing adoption, DSPs evolved to support multiple channels, such as display, video, mobile, and social media. Later, DSPs expanded to connected TV advertising, enabling advertisers to connect to viewers, this time through platforms like YouTube, Hulu, and smart TVs.
Today, modern DSPs use artificial intelligence in conjunction with machine learning to optimize campaigns. These technologies help advertisers adjust bids to maximize impressions, while ensuring compliance with data privacy laws
What Do DSPs Have To Offer?
Real-time campaign management
Targeted and retargeted ads
Access to data and reporting dashboards
Inventory analysis
Feedback on campaign performance, including impression delivery, clicks, and sales
DSPs And HealthLink Dimensions
Did you know that in addition to making our information available on key media buying platforms, HealthLink Dimensions partners with many of the healthcare-specific DSPs in the marketplace? In some cases, we work with our partners on data for HCP identity resolution, and in other cases, we partner with DSPs to provide data for HCP segmentation.
Some DSPs use HealthLink data behind the scenes, while others highlight our partnership. While you may not always see our name, our data is an integral component behind many of the major healthcare DSPs.
Get To Know Your DSPs
You may work with some DSPs – or none at all. We’ve broken down the major Healthcare DSP players below:
Adfire: Adfire, recently acquired by Health Union, offers access to a wide variety of programmatic advertising, with robust targeting and optimization tools to help marketers track and engage audiences, including large-scale campaigns.
AdTheorent: This digital media platform utilizes advanced machine learning and data science to optimize advertising and marketing campaigns. The company delivers an array of solutions to maximize audience engagement, including predictive targeting and geo-intelligence.
DeepIntent: This programmatic advertising platform is designed for healthcare marketers and offers end-to-end solutions, from planning to execution. The company provides highly detailed audience data and includes prescription behavior and treatment insights.
Doceree: This platform offers access to medical, health, and wellness platforms, allowing for improved visibility and engagement for HCP marketing.
IQM: IQM, a specialist DSP, uses highly targeted audience segmentation to help marketers optimize campaigns.
PulsePoint: This DSP supports programmatic buying across digital platforms using precise targeting of doctors, patients, and healthcare professionals.
One thing is certain: when it comes to DSPs, you have options. Whether or not you’ve encountered branded HealthLink Dimensions content on these platforms, know that we are working with a wide variety of DSPs to help you target and reach your HCP audience. For more information about HealthLink Dimensions’ programmatic advertising or hospital data, please contact us.
Comments