AdTheorent Health, a division of AdTheorent Holding Company, Inc., a machine learning pioneer and industry leader using privacy-forward solutions to deliver measurable value for programmatic advertisers, announced that it has been selected as winner of the “Programmatic Marketing Innovation Award” in the 6th annual MarTech Breakthrough Awards program conducted by MarTech Breakthrough, a leading market intelligence organization that recognizes the top companies, technologies and products in the global marketing, sales and advertising technology industry today. AdTheorent Health was recognized for its groundbreaking algorithm-based and ID-independent audience targeting solution.
AdTheorent Health Audiences, built by AdTheorent’s algorithm-based Health Audience Builder (HABi™), empower programmatic advertisers to target “audiences” in a more precise, transparent, and data-driven manner. AdTheorent Health Audiences are fully customized based on advertiser requirements and use primary-sourced healthcare data and statistics to identify the most qualified audiences for targeting consideration — without relying on personal health information (PHI) or user IDs. AdTheorent Health’s advanced machine learning methods drive superior advertiser performance while also materially advancing the important objectives of consumer privacy and legal compliance.
AdTheorent Health aggregates health data from hospital and healthcare provider claims, electronic health records, as well as pharmacy and contextual data representing 300+ million patients and healthcare professionals. This data is mined and analyzed to create statistical representations of desired target audiences based on non-sensitive information and high-indexing data characteristics. AdTheorent Health’s programmatic platform only delivers an impression when its predictive models indicate a higher probability that an ad will both be served within the target audience and lead to completion of a specified campaign action.
AdTheorent Health Audiences provide the most accurate health audiences in the market, each created, stored, activated and optimized to be privacy-forward and compliant. As each campaign progresses and more data is analyzed, custom machine learning models can optimize and scale campaign targeting and delivery in real-time.
“AdTheorent Health Audiences represent a demonstrably improved programmatic targeting solution for healthcare advertisers, providing them the ability to research, create and activate fully customizable health audiences which drive the highest ad campaign performance across healthcare outcomes like prescription lift, online actions, audience quality and more,” said Jim Lawson, CEO of AdTheorent. “We’re honored to receive this award from MarTech Breakthrough, which we see as a validation of our commitment to driving privacy-first performance for healthcare advertisers.”
The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work and success in a range of marketing, sales and advertising technology related categories, including marketing automation, customer experience, performance marketing AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year’s program attracted more than 3,500 nominations from over 19 different countries throughout the world.
SOURCE: PRNewswire