Dstillery Launches Custom Patient Targeting Solution

In New York, custom audience specialist Dstillery has launched a predictive impression-based behavioral targeting solution for healthcare brands, to be known as Custom Patient Targeting.

Dstillery uses data science and AI technology to build targeted audiences based on multi-platform analysis of a brand's existing customers. The firm's ID-free Custom AI offers a behavioral targeting solution that the firm claims performs on a par with cookies - scoring hundreds of millions of users to deliver the most appropriate audiences, without user tracking. Powered by this ID-free technology, Custom Patient Targeting uses AI-powered predictive modeling to learn how, when and from where de-identified patients browse the web. When combined with a seed data set representing a desired patient outcome, the firm says its solution can build a 'just-for-your-condition' model that targets only the impressions most likely to drive the desired patient outcomes.

Using the solution, every potential impression on the ad-supported Internet is scored and ranked based on its likelihood of reaching a brand's patient, and only the impressions most likely to convert are bid on. Every custom model is built using a seed that defines the patient the brand is trying to reach, including first-party data, demographic/behavioral attributes and search keywords (for instance, drug names, symptoms or comorbidities).

SVP of Product Taejin In (pictured) comments: 'Healthcare advertisers face a unique challenge with DTC (direct-to-consumer) targeting. They want less wasteful targeting, but strict data requirements have constrained their ability to get the precision they desire. Using our ID-free technology, we can offer healthcare brands the precision and customization to drive optimal patient outcomes without sacrificing privacy or compliance'.

Web site: www.dstillery.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.