Pharmaceutical advertisers and companies must develop marketing strategies that are multilayered as third-party cookies become a liability. Audience-based solutions remain part of this, but marketers should collaborate with their agency and ad tech partners to integrate real-world data in the pre-campaign planning, campaign launch and optimization phases. Discuss differences in content consumption based on health conditions, compare web behavior vs. TV viewing habits and how healthcare-focused supply analysis can feed into SPO applications.
Speakers:
Jess Pellen, Director of Research, Kargo
Ted Sweetser, VP of Advertising and Partnerships, Purple Lab
