PulsePoint launches Genome to centralize data for healthcare advertising
The ad exchange says this is the first of its kind and that it answers “the call for unification of data for marketers.”
PulsePoint is an ad exchange that has begun to focus more directly on the healthcare market in recent years.
Now, the New York City-based company is out with Genome, a data targeting solution designed specifically for health-related ads or content marketing. PulsePoint says this is “the first centralized data activation and measurement technology built for health.”
The targeting data for the health market “has been fragmented,” CTO Ezra Suveyke told me, adding that Genome is “answering the call for unification of data for marketers.”
Display ads, video ads, native ads and content marketing that utilize Genome are directed at physicians and patients through websites, apps, connected TV such as Roku or connected kiosks in doctors’ offices. The typical use case for patients, he said, might be an ad campaign designed to find participants for clinical trials by pharmaceutical or similar companies.