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How Unique Health Demand Increases Publisher Yield

June 5, 2020
Gareth Shaw

While programmatic advertising has remained one of publishers’ core revenue streams, creating and maintaining sustainable yield is far from uncomplicated. 

From concerns about channel conflict and cannibalizing direct brand relationships, to inventory quality and the ad tech tax, choosing to work with one (or even a few) programmatic platforms can present its own set of problems for publishers. 

So how do you choose a programmatic partner in a sea of look-alike solutions?

In this post, we'll explore how to access the unique, direct advertiser demand that will support and expand high yields even in a challenging marketplace.

    How to Win Programmatic Health Demand With All of Your Content 

The key to unleashing the full value of your inventory is optimizing your existing advertiser relationships--while developing new ones--in creative ways. 

One method is using third-party support, such as a programmatic health platform that will amplify the impact of your current sales model.

For that support to significantly impact your bottom line, you can’t rely on merely excellent data. Your programmatic partner must have unique data sets that enhance the value of your existing audience (while highlighting new audience segments that match premium advertiser objectives). 

To do that, your chosen platform should provide exclusive, direct demand for the full range of your content, along with unique data that’s not available anywhere else.

Here’s how it works:

1. Exclusive Demand Means an Effortless Yield Boost

US healthcare and pharma advertisers will spend more than $4 billion in 2020 to reach consumers and HCPsPulsePoint manages billions of transactions for 80% of the top 25 healthcare agencies and 10 of the top 12 life science companies. Our direct relationships with the world’s largest advertisers result in higher yield for PulsePoint’s publisher network members.

2.  Unique Data Optimizes Inventory Value 

Advertisers want access to new audiences in today's marketplace, along with those within their targeted groups. The breadth and depth of those audiences may change, but advertiser’s ROI requirements will always remain high. Building advertiser trust and offering them more value in a competitive marketplace means transforming the way publishers define the audience itself.

    Why It Matters

As a publisher, your audience's marketplace value is defined by the quality of your data. For advertisers using a contextual marketing approach, your content--even if it is out of their original targeting range--can be transformed into a premium advertising opportunity. When “out of bounds” content is presented with insights showing the relevance of your audience to advertisers’ marketing goals, your yield potential (and range of viable audience segments) will increase instantly. 

    So, how does PulsePoint’s Health Graph fit in? 

Genome by PulsePoint™ uses the power of AI to match proprietary online behavioral data with numerous health-related data sets on DTC and HCP audiences. This provides advertisers with unique real-time portraits of audience segments that other platforms might miss. For endemic and non-endemic publishers, our data works to unlock hidden audiences and create high-value segments from your current data. Using PulsePoint, your existing inventory becomes more valuable to our motivated advertisers: they will want more ads because they will know more about your audience’s preferences, online behaviors, and content engagement history. Our unique insights work in sync with our exclusive, premium demand to support consistent yield for our publishing partners. 

It’s important to note that PulsePoint’s Health Graph uses data that is sourced in accordance with all national and international programmatic health data privacy laws. We enforce process transparency throughout the pipeline of our insights-- from data collection to warehousing to analysis-- to ensure that our advertisers can feel fully confident in our regulatory compliance commitment. 

    Why do advertisers love our data? It’s just that good. 

Lifestyle and news publications may offer advertisers access to new, high-value audiences, but a strict contextual marketing approach might limit access due to a lack of page and keyword targeting sophistication at the algorithmic level.  

Our data doesn’t stop at the keyword level, since keywords don’t reflect the entire context of the page or the behavioral profile of a user at any given moment. 

What if an advertiser could discover that a reader was exploring a website about sleeping disorders the very night before they landed on your page? An insomnia drug manufacturer would pay a higher CPM to reach this person even outside of a contextually related topic. PulsePoint makes higher yields effortless by providing the tools to instantly  PulsePoint is the only integrated data platform specifically for health, offering publishers a complete data portrait of their audience that is simply unmatched by other programmatic health platforms.

    What about HCP data?

Healthcare Practitioners (HCPs) are people too! We provide proprietary online behavioral and clinical data insights on more than one million HCPs, allowing targeting by a range of parameters, from location to specialty. Our HCP data is market-leading in its depth and range, offering endemic publishers unparalleled access to critical audience data and non-endemic publishers insights into new audience creation opportunities.

    What about contextualization? 

Don’t have health-specific first-party data or content? Not a problem. Our Health Graph can make any content or data relevant to programmatic health advertisers because of the depth of our audience insights. Our healthcare and online behavioral data covers almost every American (more 95% of the American population). Contextualization is a part of the Health Graph. We simply replace the old ideas about contextual marketing with data that can make any type of content appealing to programmatic health advertisers.

Outside of unique demand and data insights you can’t get elsewhere, there are the table stakes when it comes to working with a programmatic partner. So here’s what you need to consider: 

1. A Flawless Supply Chain 

Data privacy regulatory compliance should be in the DNA of the platform that you choose. Your provider should be able to guarantee supply independent verification of the end-to-end origin and warehousing processes for all data used for analytics and targeting. 

2. Clean pipes for publishers

We know exactly who is advertising on our platform (and so will you). Wouldn’t you want to control as much as possible who is buying your inventory? Everytime a non-direct buy happens, the publisher loses control and frankly a cut of the CPM. 

3. Unparalleled Targeting Range

Choose a company that understands that impactful contextual marketing requires scale. Pulsepoint offers advertisers targeting under 27,000 health categories and conditions, 87,000 disease and condition terms, and 232,000 supplemental terms across endemic and non-endemic publications. Contextual and non-contextual parameters are used to help you offer the most value from your content to publishers.  

4. Proprietary AI system that can scale instantly.

As your publication grows, so will your need for more advanced data. Advertisers trust market leaders capable of providing data-driven insights on high-value audience segments drawn from expertise and innovation. Pulsepoint's six patents for AI-driven products underscore its innovative approach to programmatic health.

The right data can provide you with a customized supply chain of advertisers seeking access to the full range of your content.  

5. Context Reimagined: How to Access the Unique Demand That Sustains Profitable Programmatic Health CPMs

Better external data may mean more attractive audience segments for advertisers, but it also takes excellent first-party data to win the loyalty of premium advertisers.

Advertisers can find the right audience based on real-time consumer affinity levels for their messaging if your first-party data is bolstered by enriched behavioral targeting. This approach takes into account the complexity of content choices and how it relates to consumer affinity and intent. 

Ready to uncage the value of your inventory? Connect with us for a personalized demo.

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