Haymarket Media Unveils HayloARC to Transform Healthcare Programmatic Advertising
Haymarket Media Group launches HayloARC, a purpose-built demand-side platform (DSP) for healthcare marketers, which utilizes the company’s extensive first-party HCP data ecosystem to deliver more precise programmatic advertising. The platform is built on top of data from over 30 best-in-class medical media properties, providing 100 percent first-party audience intelligence that enables the delivery of programmatic ads to highly specialized audiences within the healthcare space with greater accuracy than traditional third-party methods. The platform also includes AI-powered automation to streamline campaign setup, workflows, and minimize the potential for human error, as well as API capabilities that enable agencies to launch campaigns through their proprietary systems.
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The strategic partnership with PurpleLab and Cedara also enhances the platform, allowing for outcome-based measurement such as script lift and patient journey measurement, as well as sustainability-based measurement such as energy optimization for ad delivery. This not only makes HayloARC a performance-driven solution but also a sustainable solution for media buying, thereby aligning itself with enterprise ESG priorities. Overall, the launch of HayloARC is a testament to the increased need for ad tech solutions catering to vertical markets, where first-party data, outcomes, and efficiency have become key differentiators for digital ad campaign success.
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