AdTech’s Next Era: How AI and Programmatic Shifts Are Reshaping the Landscape for Healthcare Marketers
- Agents have Entered the (Brand Safety) Chat
The rise of AI-powered agents and their use case in quotidian workflows is astounding. These tools are making us more efficient at work and being implemented at scale, whether that is at a pharmaceutical manufacturer, agency, publisher, you name it. While critical questions arise with agents as it relates to data ownership, the paradigm shift in brand safety will be paramount as these agents continue to iterate and improve.
- Shifting of Power in Programmatic
While this industry is no stranger to M&A, there was an outlook on potential SSP (supply-side platform) consolidation to strengthen the complex world of sell-side decisioning – just think of the optimization of inventory happening in mere milliseconds that could continue to improve. On the demand side, we may see a continued rise of entrants, especially in specialized verticals (a la healthcare).
- Raising the Bar on Innovation
The way we search and consume media continues to evolve, especially as it pertains to health information. Do you seek answers from your favorite LLM, social media platform, or tried-and-true health endemic site? As human behavior changes and adopts new technologies, this has and will continue to have impact across the industry. The entire ecosystem from investors to agencies will have to truly bet on disruptors and innovative solutions in order to win.
One of the highlights of the AdTech Economic Forum was the legendary Rishad Tobaccowala illustrating how proactive adaptation is essential in an era of rapid change - a central theme in his book, Rethinking Work: Seismic Changes in the Where, When, and Why. As AdTech continues to evolve, healthcare marketers must not only keep pace but lead in innovation. AI-driven efficiencies, programmatic shifts, and changing media consumption habits are redefining engagement. Success lies in adapting strategies, prioritizing data integrity, and embracing new technologies. Those who stay agile and invest in forward-thinking solutions will turn challenges into opportunities ensuring their brands remain at the forefront of digital transformation.
To learn more about the elevated ways to present data and analytics to business leaders, read an interview with IQVIA Digital’s Kit Burkus, Senior Principal and Measurement Innovation Lead, Turn Metrics Into Momentum: Engaging Your Leaders With Data.
