DeepIntent Launches The First Data-Rich, Privacy-Safe Digital Marketplace For Healthcare Advertising

By AIT News Desk On May 13, 2020

Advertisers and publishers to conduct direct, 1:1 trading within a unified and collaborative Healthcare Marketplace

Marketing technology company, DeepIntent, announced the launch of its Healthcare Marketplace. This marks an expansion of the company’s MarketMatch technology platform, and completes the MarketMatch trifecta. Now, healthcare advertisers, publishers, and data providers can collaborate within a data-rich, and privacy-safe digital environment.

“The industry is moving towards first-party data, direct inventory, and rigorous privacy regulation, signaling big changes to the way healthcare marketing operates,” said DeepIntent CEO, Chris Paquette. “Our Healthcare Marketplace lets buyers [advertisers] and sellers [publishers] integrate and collaborate on campaigns directly within a privacy-safe environment. It’s a superior and sustainable solution that improves campaign performance while enabling the economics healthcare publishers need.”

DeepIntent’s closed ecosystem prohibits the transfer of any sensitive data outside of its secure platform or marketplace. This includes audience data, segments, and real-time bidding (RTB) ad requests. DeepIntent will not integrate with other DSPs (demand side platforms) to further protect the data of its publisher partners and the privacy of their audiences.

Key Benefits To Healthcare Publishers

ResearchGate and HMP Global are amongst DeepIntent’s publisher partners who sell inventory via the Healthcare Marketplace. These publishers conduct 1:1 trading across DeepIntent’s network of 200+ healthcare brands, using an intuitive, self-service tool that allows them to (e.g.):

Use their first-party data and DeepIntent’s data assets to verify audiences and monetize inventory
Respond to and negotiate proposals in real-time, using the AutoRFP feature
Create and optimize inventory deals and packages for immediate activation within DeepIntent’s DSP

“I’ve been impressed with every aspect of the Healthcare Marketplace,” said Ayman Chaar, Head of Programmatic at ResearchGate. “We have been searching for a partner like DeepIntent who can bring unique data and demand to help us better engage our healthcare professional user-base with relevant advertising. We’re looking forward to great innovations that DeepIntent is rapidly bringing to market.”

Key Benefits To Healthcare Advertisers

Advertisers’ custom audience segments are sent directly to DeepIntent’s Healthcare Marketplace, where advertisers can trade directly with publishers, buy across the open exchange, or both. Direct-to-publisher trading gives advertisers unique inventory and buying benefits, including:

Exclusive access to first-party data and verified, provider-rich inventory
Audience delivery forecasts across publisher partners, including real-time overlap and NPI list matching
More efficient processes with time-saving features, like AutoRFP, automatic deal creation without insertion orders, and turnkey availability of NPI-level performance metrics

“Our partnership with DeepIntent has simplified the go-to-market strategy for our clients’ campaigns by enhancing our speed and access to unique data and inventory,” said Andrea Palmer, President of Publicis Health Media. “The results have been extraordinary, and the platform has allowed us to focus on what we excel at: delivering highly targeted and resonant advertising.”

The Healthcare Marketplace is currently used by healthcare publishers to monetize and sell inventory across more than 50 websites. Over 300 websites are scheduled for integration by Summer 2020. The Healthcare Marketplace is available to all advertisers for immediate use.