PurpleLab, a leading healthcare analytics company with one of the largest medical and pharmaceutical claims databases in the US, proudly announces its membership in the Network Advertising Initiative (NAI). As the premier self-regulatory organization dedicated to responsible data collection and use in digital advertising, this membership enhances PurpleLab's commitment to upholding the highest standards of privacy and compliance in healthcare advertising.
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NAI Membership Benefits:
- The NAI has been a thought leader in online privacy for over two decades, helping members navigate complex regulations and adopt best practices.
- With healthcare advertising being the second-largest category in digital ad spend, PurpleLab is positioned to support advertisers through its fully de-identified, HIPAA-compliant, privacy-safe healthcare data analytics platform, HealthNexus.
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Leadership Insights:
- Leigh Freund, President and CEO of the NAI, expressed excitement over PurpleLab's membership, stating, “PurpleLab’s dedication to responsibly handling consumer data while prioritizing privacy is commendable. We look forward to collaborating on thoughtful policies that enable the beneficial use of healthcare data while safeguarding consumer privacy.”
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Growth of PurpleLab’s Advertising Division:
- In September, PurpleLab introduced Audience Builder, a planning tool for healthcare advertisers and digital media buyers. This tool allows users to create healthcare provider (HCP) and direct-to-consumer (DTC) audiences using claims data without requiring deep healthcare expertise. It is both privacy-safe and HIPAA-compliant, streamlining media planning and audience distribution.
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Launch of Measurement APIs:
- This year, PurpleLab also launched a suite of measurement APIs, including Audience Quality, Script Lift, and Script Measurement. These tools provide healthcare advertisers with powerful metrics to assess audience quality and optimize campaign performance, offering actionable insights into patient populations and prescription behaviors.
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Client Expansion:
- PurpleLab's rapid growth in 2024 is underscored by the addition of 17 new clients, including five of the largest health agencies and ten top demand-side platforms (DSPs), further cementing its influence in the healthcare advertising sector.
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Strengthening the Advertising Team:
- To support this momentum, PurpleLab has expanded its advertising team with the addition of Colin Jacobsen as VP Product, Advertising, and Scott Ronay as VP Sales, Advertising. Their extensive expertise in healthcare data and digital media will bolster PurpleLab’s commitment to innovative, privacy-centric solutions.
"As we continue to develop tools and partnerships that transform healthcare advertising, our membership with the NAI ensures we remain at the forefront of privacy and compliance," said Mark Brosso, Founder and CEO of PurpleLab. "We are committed to growing responsibly and efficiently to meet the evolving needs of our clients in the healthcare advertising sector."