Simulmedia Partners with Analytics Firm PurpleLab

New York-based ad tech company Simulmedia has partnered with healthcare analytics company PurpleLab, to help pharma clients maximise the impact of their linear and streaming TV campaigns.

Simulmedia was established in 2008 and offers Performance TV, a suite of products powered by the patented, AI-driven TV+ analytics and activation platform and delivering targeted video ad campaigns across all streaming and linear TV channels for more than 100 top brands. It claims to be 'the only company to guarantee campaign performance, whether the goal is reach, custom targeting, or ROI'.

PurpleLab boasts one of the biggest pharmaceutical and medical claims databases in the US, and integrating its data with Simulmedia's patented linear and CTV media plan optimization algorithms, within its TV+ Advertising platform, will allow pharma marketers to target their patient population in a HIPAA-compliant way, according to the firms.

'Pharma marketers today face the dual challenge of tighter budgets and the need for more precise targeting' says Simulmedia Chief Exec Jon Werther (pictured). 'Cross-channel TV buys, with their overly broad audience guarantees and slow execution, often fail to meet these demands, leading to wasted spend and missed opportunities. We decided to tackle this problem...' Werther says the new integration 'ensures that every dollar spent maximizes reach and impact while maintaining strict compliance with privacy regulations'.

The firms are online at www.simulmedia.com and www.purplelab.com .