AdExchanger
OptimizeRx is expanding into programmatic through a new partnership with The Trade Desk, giving pharma advertisers access to a unique, identifier-based audience of prescribing doctors within their electronic health record systems. “We knew that we needed to enter the programmatic space very carefully,” said Maria Cipicchio, SVP of Strategic Market Intelligence at OptimizeRx, noting the partnership opens the door to new advertiser categories beyond prescription drugs and lays the groundwork for comparing HCP-targeted campaigns against streaming TV and other channels through OpenPath.