Healthcare advertising platform DeepIntent is expanding its programmatic capabilities with new live sports and events targeting tools designed specifically for pharmaceutical and healthcare marketers. The launch aims to solve a long-standing challenge in connected TV (CTV) advertising: accurately identifying, targeting, and measuring premium live sports inventory while maintaining the precision, compliance, and outcome-based measurement standards required in healthcare marketing.

As live sports increasingly dominate television audiences and streaming platforms capture a growing share of premium viewership, advertisers are racing to secure access to some of the most valuable media inventory available. For healthcare and pharmaceutical brands, however, reaching audiences during live events has historically been difficult due to limitations in targeting accuracy, inventory verification, and performance measurement.

DeepIntent is attempting to address that gap with a new suite of Live Sports and Events advertising capabilities built into its healthcare-focused demand-side platform (DSP).

The company announced the launch of tools that allow pharmaceutical and healthcare marketers to identify and activate verified live sports inventory across connected TV environments while optimizing campaigns toward healthcare-specific outcomes.

The timing is notable. According to industry viewership data cited by the company, 96 of the 100 most-watched U.S. television broadcasts in 2025 were live sports events. As audiences continue shifting from traditional television to streaming platforms, advertisers are increasingly directing budgets toward live sports programming, including major events associated with professional basketball, football, baseball, soccer, and women's sports leagues.

While many major demand-side platforms have introduced live TV buying capabilities in recent years, marketers often face a significant challenge: identifying whether inventory is genuinely live or simply categorized alongside broader streaming content.

This distinction is particularly important in healthcare advertising, where campaign performance is often tied to highly specific audience targeting, regulatory requirements, and measurable business outcomes.

DeepIntent's new offering seeks to provide greater transparency through verified live inventory partnerships and proprietary delivery systems built specifically for healthcare advertisers.

At the center of the announcement is AEGIS 1, the company's AI-powered data center infrastructure developed to process and optimize live advertising opportunities at scale. According to DeepIntent, the multi-million-dollar environment is designed to support deterministic targeting and campaign optimization across millions of ad opportunities per second, even during peak viewership periods associated with major sporting events.

The infrastructure reflects a broader trend across the advertising technology industry. As media consumption becomes increasingly fragmented and live streaming audiences surge, demand-side platforms are investing heavily in artificial intelligence and high-performance computing environments to improve targeting precision, bidding efficiency, and campaign performance.

Major advertising technology providers such as Google, Amazon, Microsoft, and Adobe continue to expand AI-driven advertising capabilities as marketers seek more efficient ways to reach audiences across fragmented media ecosystems.

What differentiates DeepIntent's approach is its healthcare specialization.

Healthcare advertising operates under unique constraints compared to traditional consumer advertising. Campaigns often require privacy-safe targeting methodologies, compliance frameworks, and measurement models capable of linking media exposure to outcomes such as prescription lift, healthcare professional engagement, patient education, or treatment awareness.

To address those requirements, DeepIntent's Live Events platform includes several healthcare-focused capabilities. Advertisers gain access to verified live inventory through private marketplace agreements established directly with publishers and supply-side platforms. The company has also developed custom pacing algorithms designed specifically for the short, high-demand windows associated with live sports broadcasts.

Equally significant is the platform's measurement framework. Campaign performance can be evaluated through DeepIntent Outcomes™, a proprietary analytics environment that allows healthcare marketers to assess performance against industry-specific metrics rather than relying solely on traditional advertising indicators such as impressions or clicks.

This outcomes-based approach reflects a larger industry movement toward accountability in healthcare media spending.

Research from Gartner suggests that advertisers are increasingly prioritizing measurable business outcomes over conventional media metrics. Similarly, analysts at Forrester have identified outcome-driven measurement and AI-powered optimization as key priorities for programmatic advertising investments over the coming years.

The emergence of live sports as a strategic healthcare advertising channel is particularly noteworthy. Historically, pharmaceutical advertisers focused heavily on television, search, and health-focused media environments. The growth of streaming sports introduces new opportunities to engage broad audiences while leveraging increasingly sophisticated audience targeting technologies.

For healthcare marketers, the launch represents more than a new media-buying feature. It signals the continued convergence of artificial intelligence, connected TV advertising, healthcare analytics, and outcome-based measurement.

As premium live content becomes one of the most competitive segments of the streaming ecosystem, technology platforms capable of combining verified inventory, privacy-compliant targeting, and healthcare-specific performance metrics may gain an increasingly important role in pharmaceutical advertising strategies.

The broader implication is clear: live sports advertising is no longer reserved primarily for consumer brands. As streaming technology and programmatic infrastructure mature, healthcare marketers are gaining new ways to engage audiences during some of the most watched moments in media.

Market Landscape

The connected TV advertising market continues to experience rapid growth as audiences migrate from traditional broadcast television to streaming environments. According to industry forecasts from Statista and eMarketer, global CTV ad spending is expected to rise significantly over the next several years, driven largely by live sports and premium streaming content.

Within healthcare advertising, marketers are increasingly seeking privacy-safe targeting, deterministic audience intelligence, and outcome-based measurement solutions. As a result, specialized healthcare DSPs are emerging as a distinct category within the broader AdTech landscape.

The intersection of AI infrastructure, programmatic advertising, healthcare analytics, and live streaming inventory is expected to become a major area of innovation as pharmaceutical companies expand investments in connected TV and omnichannel engagement strategies.

Top Insights

• DeepIntent introduced live sports and events advertising capabilities designed specifically for healthcare and pharmaceutical marketers operating in connected TV environments.
• The platform uses verified live inventory partnerships and AI-powered infrastructure to improve targeting accuracy during premium live sports broadcasts.
• AEGIS 1 enables deterministic targeting and optimization across millions of ad opportunities per second during high-demand viewing periods.
• Healthcare advertisers can measure campaigns against pharmaceutical-specific outcomes, including patient engagement and prescription-related performance indicators.
• The launch reflects growing convergence between AI, connected TV advertising, healthcare marketing, and outcome-based media measurement.

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