Adfire Health, an industry frontrunner in providing Digital Engagement Solutions to healthcare advertisers, taps into its proprietary database to help them advertise to HCPs in a 1:1 way without third-party cookies.
STAMFORD, Conn., March 15, 2021 /PRNewswire/ — In the wake of Google announcing that they will not build an alternate identifier to track individuals once they phase out third-party cookies, Adfire Health is reaffirming that we can still effectively and efficiently help advertisers in the healthcare industry connect with HCPs across programmatic media channels—without the presence of these digital behavior trackers.
Following the news published by Google on March 3, 2021, regarding the future of third-party cookies, healthcare advertisers have been left wondering how they can implement and optimize their programmatic ads without the ability to track their audience online with third-party cookies.
“While this shift presents a challenge, the deprecation of third-party cookies won’t have a negative impact on our clients,” stated Lilia Tse, co-founder of Adfire Health. We’re working closely with the industry in the creation of a Unified ID 2.0 to keep the door open for browser-based targeted advertising and cross-device campaigns. The core of our services has been 1:1 HCP targeting using our proprietary database of opted-in data, and we’re confident that we will still be able to execute on that strategy through the use of registration data.”
The inherent nature of HCPs also diminishes the potential negative impact of a world without third-party cookies. The majority of HCPs are mobile-first and spending much of their time in mobile apps like EHRs. With over 80% of ad inventory served on mobile devices*, which don’t rely on cookies, healthcare advertisers can still activate cross-device 1:1 targeting using mobile device IDs.
For advertisers who want to scale across the open web, the industry’s Unified ID 2.0 is positioned to be a powerful way to keep relevant browser-based advertising in play without crossing privacy lines. As the advertising world continues to evolve without cookie-based technology, healthcare advertisers will also be able to rely on first-party data strategies to advertise to HCPs at the user-level.
“The transition away from third-party cookies is a step in the right direction for the digital ad industry because it puts the user in control over their data,” said Caitlin Demko, Creative Director at Adfire Health. “At the same time, it’s also forcing advertisers to modify their playbooks to incorporate more thoughtful digital approaches, like contextual targeting and first-party data strategies. It’s a win-win and only the beginning of the new-look advertising ecosystem.”
About Adfire Health
Adfire Health creates hyper-targeted and personalized HCP Digital Engagement Solutions for advertisers in the pharma, medical device, supply chain, and biotech industries. With over a decade of combined experience and a proprietary first-party database of more than 8MM HCPs, Adfire Health has helped some of the world’s leading healthcare companies create 1:1 connections with HCPs across display, social, mobile, EHRs, CTV, and more, while decreasing CPMs and boosting ROAS.
*Adweek Town Hall: What to Make of Google’s Privacy Boom delivered on March 8, 2021