Xandr Partners with Lasso to Power Omni-Channel Marketing Solutions for Pharma and Healthcare

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Xandr Partners with Lasso to Power Omni-Channel Marketing Solutions for Pharma and Healthcare

Lasso, the omni-channel platform for healthcare marketing and analytics, and Xandr today announced a strategic partnership to simplify the way marketers plan, activate, and measure their Healthcare Provider (HCP) and Direct-to-Consumer (DTC) campaigns.

“Lasso has been a great partner for driving results in our healthcare marketing campaigns. Utilizing the Lasso platform has allowed us to activate HCP campaigns with scale and efficiency,” said George Tarnopolsky, VP Programmatic, CMI Media Group. “Lasso’s partnership with Xandr is the best of both worlds: leading omnichannel reach of Xandr, coupled with Lasso’s turnkey capabilities and 1:1 reporting created for the healthcare space.”

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Planning for a Post-Cookie Future

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Digital advertising is changing. Third party cookies and mobile device IDs, trackers used to build a $100B ecosystem, are about to be discontinued without a universal alternative to replace them. Let’s dive deeper into how we arrived here, what likely short- and long-term outcomes look like, and what smart marketers can do to prepare for the changes.

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Two Key Questions About Data Analytics 2020

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PM360 asked analytics experts about the impact of Google, Safari, and Firefox all phasing out third-party cookies and the biggest missed opportunities for marketers regarding data. Specifically, we asked them:

  • With third-party cookies crumbling, how will a marketer’s ability to target their campaign, measure attribution, and/or use programmatic buying be impacted? What other areas of marketing may be affected?

  • What are the biggest opportunities in terms of data and/or analytics that not enough companies or marketers either know about or are leveraging to their full potential?

Feedback from George Tarnopolsky, VP Programmatic at CMI/Compas:

Over the next two years, programmatic marketers will need to evolve beyond using targeting methods that depend on cookies. Changes will impact HCP and patient campaigns differently, with key challenges and opportunities in each.

HCP target list buys on endemic websites will flourish as these tactics often depend on NPIs instead of cookies. On the opposite side, HCP non-endemic buys are primarily cookie-based and will need to pivot to alternative approaches, such as using CRM data activation with large publishers who have login data.

Patient marketing will experience growth in keyword contextual and private marketplace tactics, as these approaches don’t depend on cookies. Also, similar to HCP programs, it’s likely CRM data activation will become another replacement. The growth of CRM targeting will signal a rising importance of large publishers, who are able to protect their content behind a login. An unintended consequence of this change may be a decline in independent content, if smaller publishers aren’t able to monetize as effectively as before.

To prepare for these changes, marketers should audit current media plans. This exercise will be helpful in demonstrating that pharma marketers already employ many non-cookie-based strategies, such as NPI targeting, CRM data targeting, and contextual approaches.

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Connected TV and Brand Safety

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A new report says there’s a rise in fraud on connected TV platforms. Here’s what pharma marketers should know, from two CMI/Compas experts, Joe Warren, EVP, Media Investment and George Tarnopolsky, VP, Programmatic:

While the headline is scary, it should not be a complete surprise. Clearly television streaming has had significant gains during Covid lock down, and as ad-funded broadcasters increasingly turn to programmatic buying options. Prevention of ad fraud requires adopting programmatic tactics similar to those that marketers have used in the display marketplace, albeit it is currently more challenging to prevent fraud in the video space.

Pre-bid brand safety and fraud prevention solutions are still evolving for emerging channels like Connected TV and Audio. In the interim, marketers can mitigate their risk by partnering with DSPs that screen every impression for bot traffic, via integrations with solutions like White Ops. In addition, marketers may rely heavily on Private Marketplace deals with premium content owners like A&E, CBS, the Golf Channel, and others—which ensures a premium, controlled environment for cTV ads. Lastly, marketers can utilize post-bid reporting from providers like DoubleVerify, closely monitoring their activity for brand safety and fraud, and making changes to campaigns based on observations.

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CVS Media Exchange Launches!

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CVS Media Exchange Launches!

Ad network update from George Tarnopolsky, VP, Programmatic: This week, CVS has announced the launch of its own ad network--CVS Media Exchange, or cMx. buyers will be able to reach customers across Display, Video, Search, and Social channels, utilizing intent and purchase audience data from CVS's 74M customers. CVS's ad network closely follows similar approaches from Target and Walmart, who've also launched ad buying powered by their proprietary audience data. This model also emulates the success of the Amazon DSP. More than any other retailer, Amazon has made a concerted effort to compete against market leaders like Google DV360 and The Trade Desk, with its own purchase and intent data as the differentiator. These offerings, including Target Media Network, Walmart Media Group, and the Amazon DSP, have historically been geared toward retail and CPG brands. Healthcare marketers are hopeful that CVS, given its history, creates opportunities for pharma brands as well. We will watch the CVS Media Exchange closely.

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Walmart Updates its Ad Platform

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Walmart Updates its Ad Platform

Walmart is leveraging its scale and advertising ambitions to launch a new platform competitive with Amazon, Google, and Facebook. In a new development, Walmart Media Group is adding a new set of metrics to its Walmart Ad Center. The new Walmart reporting suite ties online advertising with customer behavior, and shows how online ads drive online and ecommerce sales. While the applications of Walmart Ad Center are limited to OTC brands, this announcement is exciting for several reasons:

  • The emergence of new options for marketers

  • Increased emphasis on measurement that goes past front-end metrics like reach and clickthrough rate. In healthcare, measurement like script lift is essential in order to better illustrate ROAS of ad campaigns

  • The synthesis of front-end ad campaign metrics (impressions, clicks, reach) with consumer behavior metrics (online and in-store purchases)--all in a single dashboard.

We will watch Walmart's developments closely. Healthcare marketers will benefit from similar developments in healthcare programmatic platforms and offerings. This type of union of online and offline metrics in a single platform will create for better ad campaigns and drive better return on advertising spend.

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Device IDs going the way of cookies..

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Apple’s WWDC was a few days ago and there’s one topic people seem to be still talking about: privacy. The company will now require third-party apps to ask permission before tracking users, and are using a nutrition-label-like format to streamline the process.

George Tarnopolsky, VP, Programmatic provides this insight: Users will now get a popup about device id (IDFA) use when they first download an app; the popup will ask whether users allow for their IDFA to be used for ad targeting purposes. This change allows users to opt out of tracking very easily, when apps are first downloaded. App developers will be able to customize this initial popup, for example to illustrate the value exchange from opting into ad targeting. It’s unknown what percentage of users will opt out of IDFA sharing in apps at this time.

At a high level, it is clear that this change will affect the ability of app developers to monetize through ads—and for buyers to buy that app inventory. In the short-term, mobile ad budgets will flow increasingly towards Android apps, which are unaffected by Apple’s change. Long-term, app developers will likely shift more apps to subscription models or require logins. Programmatic buyers will be able to continue leveraging keyword contextual, sitelist, and PMP strategies. In addition, we will likely see an emergence of first party data as the top method for reaching audiences, replacing both browser cookies and mobile device ids.

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Impact of the Global Pandemic on News Publishers

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Publisher update from George Tarnopolsky, VP, Programmatic: News publishers are finding the COVID-19 crisis challenging to navigate. While news consumption has grown dramatically, the impact to news publishers has been a negative one from a revenue perspective; most ad buyers have been blocking Coronavirus content. News publishers have had to balance increasing viewership and infrastructure costs with a declining ability to monetize content. In response, Google has announced that it would waive Google Ad Manager (publisher ad server) costs to news publishers, for a period of five months. In a recent blog post, Google said that they hope to “help news organizations reduce some of the cost of managing their businesses and funding important journalism during this time.”

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CMI/Compas Continues Rapid Growth with Several Executive Hires

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CMI/Compas, media strategy, planning, innovation and  buying for the nation’s top healthcare companies and part of WPP (NYSE:WPP), has bolstered its client service offerings with the hire of several executives as part of its continued growth, including senior leadership in the company’s West Coast and Midwest office locations. George Tarnopolsky, VP, Programmatic, is helping to create a world-class programmatic media buying practice at CMI/Compas. 

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DOOH Programmatically

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A recent programmatic OOH – you read that right, programmatic is hitting billboards – campaign featuring Kylie Jenner’s makeup line is showing how programmatic changes the game. A campaign that would have typically taken weeks or months to set up was able to hit in days, which as AdWeek points out, really works well for our on-demand world. OOH works for pharma too (if you’re hoping to keep up with the Kardashians) as George Tarnopolsky, our VP of Programmatic notes: “Digital out-of-home presents interesting branding opportunities for pharmaceutical brands, as well. DOOH ads can be purchased via programmatic buying, and placed in front of users in different contexts, for example: roadside billboards, transit shelters, airports, elevator and lobby screens, shopping centers, health clubs, and doctors’ office waiting rooms. Both banner and video opportunities are available, with time of day and geofencing (latitude & longitude) targeting options. For example, a consumer campaign for a dental product can be targeted to digital billboards specifically in dentist waiting rooms during business hours—driving patient awareness directly in the practitioner’s office.”

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What's next in the evolution of Programmatic?

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The past year heralded interesting developments in the advertising landscape. The most significant development was arguably the launch of people-based measurement via the Facebook Atlas ad server. Facebook is currently one of a handful of media companies announcing the launch of new ad tech platforms powered by their proprietary data assets. Over the next few years, we may see the emergence of hundreds of platforms.

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