Medicx Media Solutions, a leader in data-driven addressable media in the pharmaceutical and healthcare markets, named TubeMogul (NASDAQ: TUBE) its preferred partner for video advertising.
Medicx provides proprietary addressable media and marketing solutions optimized for pharmaceutical, over-the-counter, health, wellness, consumer packaged goods and personal care brands. Through a patent pending system that creates an audience database spanning over 150 million patient households in the U.S., Medicx is able to more precisely target viewers while retaining audience anonymity and compliance with The Health Insurance Portability and Accountability Act (HIPAA).
Medicx will use TubeMogul’s full product suite for media planning, buying, optimization and measurement on behalf of its clients. The company’s proprietary targeting data is now available in TubeMogul’s software via a direct integration through LiveRamp.
TubeMogul was selected after a competitive selection process. Data ownership and TubeMogul’s independent, buy-side orientation were key factors in winning the deal, taking on increased importance given restrictions around using health-related data. TubeMogul’s site-level transparency and brand safety technology also played a role in the decision.
“Medicx pioneered addressable media and buying services in the pharmaceutical and healthcare space, so we were very careful about choosing our video partner,” said Michael Weintraub, Founder and CEO of Medicx Media Solutions. “TubeMogul fit the bill, giving us total control and transparency in a platform that it is purpose-built for brand advertising.”
The collaboration promises to remedy the fact that the healthcare and pharmaceutical verticals spend less on digital advertising than any other industry category, representing less than 2.3% of overall online spend according to eMarketer.
“This deal is exciting because it will help healthcare brands unlock digital budgets where investment was previously tempered for a variety of reasons,” said Keith Eadie, Chief Marketing Officer at TubeMogul. “Combining our enterprise software with Medicx’s HIPAA-certified process will help health and pharmaceutical marketers embrace a targeted, multichannel approach.”