PurpleLab and Comscore Launch ID-Free Healthcare Audiences on The Trade Desk

As pharma marketers face mounting pressure from shifting state privacy laws, PurpleLab® and Comscore are offering a timely remedy: ID-free Predictive Audiences now available "off-the-shelf" via The Trade Desk’s Contextual Marketplace.

The strategic partnership unites PurpleLab’s massive trove of 330+ million de-identified healthcare claims with Comscore’s AI-powered contextual targeting engine, Proximic. The result? A privacy-centric, regulation-ready audience solution that lets advertisers reach high-intent healthcare consumers—without cookies, mobile IDs, or sensitive personal identifiers.

Addressing Privacy Regulation, Scaling Healthcare Reach

With the sunsetting of cookies and tightening data privacy rules—especially in the pharma sector—marketers have been scrambling for targeting methods that don’t rely on identity-based tracking. The PurpleLab x Comscore collaboration is built for this new reality.

“This partnership allows advertisers to target valuable health audiences contextually, while maintaining privacy-first principles,” said Scott Ronay, VP of Sales, Advertising Solutions at PurpleLab. “And because it’s available directly on The Trade Desk, activation is simple and fast.”

That simplicity matters: instead of months of custom audience building and legal review, brands can now access compliant healthcare audience segments across desktop, mobile, connected TV, and audio—with just a few clicks.

What Makes These Audiences Different?

• No identity resolution required: No cookies, device IDs, or login data involved

• AI-enhanced contextual signals: Proximic’s AI maps real-world health intent to digital behaviors

• Comprehensive healthcare foundation: Powered by PurpleLab’s vast claims data and real-world evidence

• Nationwide scale: Usable across all 50 U.S. states

• Omnichannel ready: Activate across all screens and formats programmatically

In essence, marketers get the reach of contextual targeting with the precision of claims-based health data—without violating privacy laws or risking compliance issues.

“This is about future-proofing healthcare marketing,” said Rachel Gantz, Managing Director at Proximic by Comscore. “Our AI is extending the value of PurpleLab’s ID-based segments into a scalable, compliant targeting solution for the open internet.”

Why It Matters for Pharma and Health-Focused Brands

Healthcare and life sciences advertisers have long depended on high-fidelity audience targeting to reach specific patient or HCP populations. But new regulations—like state-specific consumer data privacy laws and increased scrutiny from regulatory bodies—have made traditional identity-based approaches increasingly risky and limited in scale.

This partnership tackles that problem head-on. Instead of eliminating precision, it re-engineers it through:

• Contextual AI modeling

• De-identified real-world evidence

• Built-in compliance and scale

In doing so, PurpleLab and Comscore aren’t just adapting to new rules—they’re helping redefine the future of compliant health advertising.

Now Available on The Trade Desk

With off-the-shelf availability in The Trade Desk’s Contextual Marketplace, advertisers can now launch campaigns immediately—with no need for bespoke integrations or audience stitching. It’s a plug-and-play solution in a space that rarely offers such simplicity.

The Takeaway

As the healthcare marketing landscape shifts under the weight of privacy regulations and identity loss, PurpleLab and Comscore are offering a smarter way forward. Their ID-free Predictive Audiences bring privacy, precision, and scale together—finally giving pharma marketers a way to engage health-conscious consumers without compromise.

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