• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

PulsePoint launches Genome to centralize data for healthcare advertising

The ad exchange says this is the first of its kind and that it answers “the call for unification of data for marketers.”

Barry Levine on May 16, 2018 at 2:58 pm
  • More

PulsePoint is an ad exchange that has begun to focus more directly on the healthcare market in recent years.

Now, the New York City-based company is out with Genome, a data targeting solution designed specifically for health-related ads or content marketing. PulsePoint says this is “the first centralized data activation and measurement technology built for health.”

The targeting data for the health market “has been fragmented,” CTO Ezra Suveyke told me, adding that Genome is “answering the call for unification of data for marketers.”

Display ads, video ads, native ads and content marketing that utilize Genome are directed at physicians and patients through websites, apps, connected TV such as Roku or connected kiosks in doctors’ offices. The typical use case for patients, he said, might be an ad campaign designed to find participants for clinical trials by pharmaceutical or similar companies.

Genome, he said, is like a health-specific data management platform (DMP), with marketers selecting from 45 prepackaged patient segments for known health conditions or targeting 1.5 million physicians by such segments as discipline.

Some of Genome’s data is in-house from PulsePoint, while data about physicians comes from commercial services. Some is purchased from such sources as medical claims providers, where the patient’s cookie is tagged for particular health conditions. PulsePoint also layers on third-party data, which it matches by cookie syncing or mobile device ID.

Suveyke said that all of the patient data is anonymized, without such personally identifiable information as name, street address or email address.

Each patient profile also includes a propensity score that indicates the likelihood this person has or is interested in a particular health condition, based on data obtained from medical claims providers or such signals as visits to a web page about diabetes. The ads, such as for diabetes clinical trials, might then appear on general venues like retailers’ websites, as well as on health-oriented locations. Here’s a typical screen employing Genome:

Suveyke noted that Genome-based targeting is currently only being offered in the US. When it is offered in European Union countries, he said, it will conform to the upcoming General Data Protection Regulation (GDPR).



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: AdvertisingProgrammatic Advertising & Media Buying

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok