Nexxen Enhances Health Advertising with Real-Time Measurement & Optimization
Nexxen has expanded its Nexxen Health suite by introducing measurement and optimization capabilities into its demand-side platform (DSP), delivering a unified workflow that combines targeting, activation, optimization, and measurement for health and pharmaceutical advertising campaigns across traditional and streaming media while maintaining privacy compliance. The centerpiece of this update is the first-to-market Auto Allocate feature, which uses real-time signals to identify high-quality audiences and dynamically shift ad spend toward the most responsive users as campaigns run – addressing the challenge of fragmented data and delayed insights that have traditionally hampered campaign performance.
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This capability is powered by an expanded integration with PurpleLab, which brings extensive real-world health intelligence from one of the largest U.S. medical and pharmaceutical claims databases into the Nexxen DSP, enabling dynamic budget optimization based on verified patient metrics and audience quality. Nexxen is adding PurpleLab Measurement and Reporting tools. These tools help advertisers see mid- and post-campaign insights. They show metrics like audience quality and script lift. With these upgrades, Nexxen’s platform supports the entire pharmaceutical campaign lifecycle. This helps agencies and brands decide faster. They can make informed choices and get better, data-driven results.
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