Real-Time Bidding (RTB) is a programmatic process that enables brands to automate ad delivery to specific users or sites across all ad spaces at the same time. Using real-time bidding in an open exchange, brands can efficiently achieve campaign goals, optimize ad spend, and fulfill desired engagement with relevant, high-quality audiences.
Marketers often define the campaign goal at launch and refine strategy mid-flight as changes in budget pacing, ad engagement, and conversion rates occur. They must be able to turn the dial and quickly make adjustments based on real-time results. Beyond conventional real-time bidding strategies like CTR or CPM, when choosing a DSP it's important to consider unique solutions that can get you closer to audiences ready to convert. PulsePoint’s bidding optimization strategies span every stage of the health journey, from top-funnel brand awareness to low-funnel conversion, allowing marketers to reach higher value audiences with the greatest cost efficiency.
PulsePoint's Ad Exchange provides our analysts visibility to 90% of US consumers’ and HCPs digital movements, exposing their interests and sentiment by examining the context of the content they are consuming. PulsePoint is able to reach audiences visiting related, condition-based content across the internet for 3,000+ health conditions, both in the moment of content consumption and historically. But how does that work?
PulsePoint maps page-level content targeting using a contextual tree published by the National Institutes of Health (NIH) and person-level content targeting through tokenization, where a consumer’s digital activity and personally identifiable information (PII) is anonymized and replaced by a unique token. By matching de-identified, tokenized consumer populations to browsing profiles, PulsePoint can identify segments that are actively researching a target condition online in a privacy safe way.
With over 20 years of ad technology experience, PulsePoint leverages more than 20 billion daily health impressions to curate real-time, actionable health data that gets smarter over time. The breadth of insights observed gives PulsePoint a better understanding of the health audiences brands want to reach, including how they behave, their attributes, and what they do contextually and clinically—a critical aspect of optimizing RTB marketing performance for health campaigns.
From PulsePoint’s menu of bidding options, marketers can select the strategy best aligned to their goals and KPIs to maximize ROI and optimize spend with brand-relevant audiences.
Bid strategies selected at the start of the campaign can be changed at any point within the campaign’s life cycle. For example, once conversion rate goals are fulfilled for a tactic, the bid strategy can be altered to CTR to boost engagement for the particular audience or device that a tactic is targeting.
Depending on how the budget is pacing, marketers can leverage reach-based bidding optimizations to maximize impressions with audiences actively searching for brand, treatment, or condition information.
Harness CTR bidding to maximize engagement (such as clicks and site visits) with audiences already familiar with the brand.
If you’re looking to maximize brand-defined conversions with audiences likely to try and develop loyalty to your brand, choose Cost Per Acquisition (CPA), Clinical Behavior, or Audience Quality (AQ) as your bidding options.
With PulsePoint’s RTB marketing solutions, a media planner or trader can… |
---|
Build a strategy with the flexibility to balance campaign goal achievement, spend optimization and ROI with brand-relevant audiences at a tactic-level. |
Maximize impressions with audiences actively searching for brand, treatment, or condition information to increase awareness. |
Maximize engagement with audiences already familiar with the brand to increase engagement. |
Maximize brand-defined conversions with audiences likely to trial and develop loyalty with the brand to increase conversions. |
It might seem overwhelming to choose the most effective bidding strategy for your campaign, but with PulsePoint’s real-time health insights and mid-flight optimization capabilities, you can make changes as needed to meet all of your campaign goals. Whether you’re looking to build awareness, maximize engagements, or drive conversions for your brand, PulsePoint’s unique bidding menu can get your health-centric campaign off the ground with the right tactic to meet your KPIs and budget.
Get your RTB marketing strategy started today by partnering with PulsePoint. Reach out to info@pulsepoint.com for more information.
*Consumer populations are at a zip code level and determined based on de-identified data for percentage of condition prevalence. We take into consideration the zip codes that have previously filled prescriptions (30 days +) as a part of our modeling; we do not base this on the individuals, but rather where there is a greater prevalence filled historically as determined through de-identified claims data from various zip codes. All claims data used is de-identified in accordance with HIPAA, as confirmed by expert determination. The aggregated information provided through claims data is used to determine prevalence in a given geographic area for bid optimization only, and no claims data is used for targeting on a 1:1 basis.
By submitting your name and email and pressing submit, you are consenting to receive email marketing materials from PulsePoint.
By submitting your name and email and pressing submit, you are consenting to receive email marketing materials from PulsePoint.