Reach de-identified patient and provider segments at scale across every channel.
Pharmaceutical brands and media platforms, including connected TV (CTV), can activate HIPAA-compliant audiences built on real-world clinical and claims data through a new collaboration between PurpleLab and Experian.
Targeting de-identified audiences is essential for engaging the right patients at pivotal moments in their health journey, maximizing ROI while safeguarding privacy and improving outcomes. Overall, prescription drugmakers spent $2.97 billion on national TV advertising in the first half of 2025, a 12.2% year-over-year increase, underscoring the growing demand for scalable, privacy-compliant healthcare advertising in premium media environments.
Now, whether you’re a pharma advertiser launching a new therapy or a platform curating health-focused inventory, PurpleLab’s integration refreshes the media planning ecosystem, offering marketers easier access to the audiences needed to drive impact.
Activate with accuracy and scale
PurpleLab’s de-identified healthcare segments, categorized by condition, treatment, specialty, and prescription behavior, are now accessible through Experian’s data marketplace, streamlining media planning. This integration enables PurpleLab’s privacy-safe audiences to travel from discovery to omnichannel delivery. Experian then handles onboarding, activation, and audience expansion, in accordance with HIPAA and with industry standards.
Utilizing Experian’s identity graph, spanning household and individual-level insights, as well as marketing attributes, these healthcare audiences can be:
- Onboarded securely, matching hashed emails or tokens to digital identifiers
- Activated across major channels, including CTV, mobile, display, and social
- Expanded with confidence, reaching more of the target population, patients, or healthcare professionals, without relying on third-party cookies
This infrastructure unlocks greater scale and completeness for niche pharma audiences that have historically been hard to reach in digital and streaming environments. For brands navigating fragmented media and tightening privacy regulations, this collaboration provides the clarity and consistency they’ve been seeking.
“We know healthcare marketers are under pressure to get it right: to respect privacy, be accurate, and scale. That’s why we’re excited to bring PurpleLab audiences into the Experian data marketplace and make them available through Audigent’s curated deals. It gives pharmaceutical brands and platforms a clear way to plan and measure campaigns, with the assurance that they’re reaching patients and providers when it matters in the right way.”
ExperianKim Gilberti, General Manager
Curation through Audigent: Premium supply meets premium data
For advertisers seeking turnkey media solutions, PurpleLab audiences are now also available through Audigent’s curated deals. Audigent’s curated deals simplify media buying by packaging PurpleLab’s clinically grounded audiences with premium, brand-safe inventory, thus creating a unified package.
Instead of stitching together data and supply separately, media buyers can now access pre-built or custom-curated media deals where PurpleLab audiences are already integrated, ideal for health and wellness programming, premium CTV, or contextual content aligned to therapeutic areas. This approach gives marketers both efficiency and accuracy, streamlining execution while maintaining compliance and relevance.
“Bringing together PurpleLab’s clinically precise audiences with Experian’s powerful identity and activation capabilities, and pairing it with Audigent’s premium inventory, gives advertisers more than a turnkey solution. It’s the power to launch campaigns that truly resonate, with data and media working in harmony from day one to deliver both efficiency and impact.”
PurpleLabScott Ronay, VP, Advertising Sales
Real-world use cases: Accuracy with purpose
CTV awareness for cardiovascular therapies
A cardiovascular brand is launching a CTV campaign to reach healthcare providers involved in treatment decisions. Using PurpleLab’s provider-level segments from the Experian data marketplace, a brand can activate audiences across brand-safe, streaming environments. This strategy enables meaningful engagement with prescribers while maintaining scale and compliance across CTV and complementary digital channels.
Cross-device activation for high-impact health campaigns
A biotech firm promoting a new therapy needs to reach patients who are likely to have a relevant condition, based on modeled audience segments. Using PurpleLab’s real-world patient segments, the advertiser activates across mobile, display, and CTV, with Experian’s identity graph ensuring household-level consistency across devices. Privacy and scale are preserved, while the brand ensures it’s not wasting impressions on ineligible or misaligned audiences.
Closed-loop measurement, built for healthcare
Beyond targeting, the PurpleLab–Experian integration empowers advertisers to measure real-world outcomes, not just digital proxies. By utilizing tokenization, Experian enables ad exposure data to be securely matched back to de-identified health events within PurpleLab’s platform.
This means marketers can assess outcomes such as:
- Prescription lift among exposed vs. unexposed audiences
- Healthcare professional engagement and treatment initiation
- Patient adherence or follow-through behavior
This type of closed-loop reporting is critical in pharma, where traditional metrics like clicks or impressions do not reflect business impact. Now, with token-based match-back, brands can see whether their campaigns are driving real results, securely and compliantly.
Ready to reach the right patients and providers securely and at scale?
Explore PurpleLab audiences in the Experian data marketplace and Audigent curated deals to activate clinically grounded, privacy-compliant segments across CTV, display, mobile, and more.
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NEW YORK, Sept. 28, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology, today announced a new metric for cross-device marketers, Viewable Exposure Time (VET). Viewable Exposure Time measures across screens and ad formats, identifying the optimal amount of time a consumer spends with an ad before they take action. The announcement coincides with Unify Tech '16, Tapad's third-annual cross-device summit during Advertising Week NY. Frequency caps are currently used to ensure that dollars aren't wasted on redundant ads. Viewable Exposure Time evolves the frequency capping approach to include accelerating a consumer's ad exposure rate up to the optimal time spent with the brand. VET is used in affinity, digital transaction and offline purchase models as a key indicator of marketing budget well-spent. Beta users of VET span every vertical, though interest is especially high from CPG, Automotive, Telecommunications and Retail. Viewable Exposure Time unifies and upgrades marketers' predictors of advertising success by leveraging cross-screen engagement across digital and television, with vendor-agnostic viewability scores for video, rich media and display. "Today's current measurement options, like click-through rate (CTR) and TV gross ratings points (GRP) tell an incomplete story," said Tapad GM of Media Kate O'Loughlin. "Tapad is focused on measuring what really matters to marketers – building an efficient connection with a customer. Innovation in metrics was long overdue." More than just a measurement tool, Tapad also provides clients with VET activation. Factoring in time spent with ads in viewable seconds and minutes, these analytics inform marketers about which audiences are underexposed, enabling them to adjust campaigns and deliver according to optimal viewable exposure time. This effectively increases conversion rates at the lowest cost. Contact us today
Strong Revenue Performance and Thriving Culture Contribute to Industry Recognition NEW YORK, Sept. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, was named a top company on Inc. Magazine’s list of the 5000 fastest-growing private companies in the U.S. In addition, Tapad won the TMCnet 2016 Tech Culture Award. The exclusive Inc. 5000 ranking highlights the fastest-growing privately-held* companies in America. These distinguished companies have achieved success in strategy, service and innovation. TMCnet recognizes talented tech professionals who are committed to building a culture that prioritizes employee growth, collaboration and engagement. Tapad continues to broaden their presence into new markets, having launched in APAC earlier this year, as well as continuing their European expansion. Tapad’s proprietary technology, The Device Graph™ is leveraged by more marketers and brands to understand digital engagement across devices. The company’s rapidly expanding client base includes numerous Fortune 500 company brands as well as all four major advertising holding companies in the U.S. “We have an exceptional team of innovative people who are all working very hard to achieve the kind of results these publications are recognizing,” said Tapad CEO and Founder, Are Traasdahl. “Given that, we have an even greater responsibility to our talent to create an environment that fosters innovation and nurtures open communication. Ultimately, this is how we will continue to reach our very ambitious goals of becoming the world’s leading unified marketing technology provider.” Tapad’s award-winning work culture is defined by its gold-standard benefits which include a six-month parental leave policy, unlimited vacation time, company-sponsored meals and office space designed to facilitate collaboration and open communication. Tapad’s highly talented team has also received multiple customer service awards in 2016. These awards include the iMedia ASPY awards for Best Customer Service and Best Mobile Partner as well as recognition from The Communicator Awards of Excellence in Interactive Media. *Prior to Tapad’s acquisition by Telenor in February 2016. Contact us today
The Tapad Device GraphTM Had Twice the Precision and Three Times the Scale as Next Competitor New York, September 14, 2016 – Just-released findings of a Hotels.com® study revealed that Tapad’s (part of Experian) cross-screen marketing technology achieved the highest levels of precision and scale among competitors. According to the leading online accommodation booking website, after a rigorous, three-and-a-half month vendor analysis, Tapad achieved twice the precision of the next highest-scoring cross-screen offering and three times greater scale. The two other companies evaluated were not named. Said Helene Cameron-Heslop, Senior Manager of Analytics of the Hotels.com brand, “Our team implemented an extremely rigorous vetting of open, cross-screen technology vendors. At the outset, we assumed we would have to compromise on either scale or accuracy – particularly given the importance to our brand of operating in a privacy-safe setting. We were surprised to find a complete package, but Tapad’s Device Graph won out on scale, accuracy and privacy; making our choice of partners very clear.” In another metric critical to the Hotels.com brand, The Tapad Device GraphTM was eight times more “unique” than the next closest offering, meaning Tapad’s graph was found to have a much greater number of connections not seen in any of the other graphs. In addition to precision, uniqueness and scale, the Tapad Device GraphTM was found to have: ● 100% higher recall● 47% more incremental matches● 53% higher North American market coverage● 101% higher F-Score* “A valuable cross-device solution should enable partners to get everything they’re looking for from a single vendor,” said Tapad Founder and CEO, Are Traasdahl. “We are deeply impressed with how thorough Hotels.com was in their vetting, and we confidently tackle the complex challenges of the martech industry thanks to our superior technology. Everyone loves a bake-off, and Tapad is no exception – delivering best-in-class results in areas that really count.” *F-score is a statistical measurement that takes precision and recall together. The calculation is 2*(precision*recall)/precision + recall). It gives you one number instead of two numbers to look at and judge performance. Contact us today