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IQVIA Digital Joins Forces with FreeWheel Buyer Cloud to Bring Premium Video Inventory and Flexible Features to Its Media OS Platform
FreeWheel, a company that provides comprehensive media buying platforms for publishers, advertisers and ad buyers, is joining its FreeWheel Buyer Cloud with IQVIA Digital’s purpose-built Media Operating System. This integration will provide healthcare advertisers and media buyers access to advanced connected TV capabilities and omnichannel inventory directly through the Media OS platform.
IQVIA Digital provides digital marketing, data and technology solutions to the pharmaceutical, biotech and life sciences industries to humanize healthcare. FreeWheel’s sophisticated advertising technology has been tailored for healthcare-specific privacy and regulatory needs. Its integration with IQVIA Digital’s healthcare expertise and data assets will provide marketers a superior healthcare-native advertising solution.
“For the past eight months, our teams have been coming together and collaborating,” said Jerrad Rickard, IQVIA’s senior director, Product & Strategy. “With this integration of FreeWheel Buyer Cloud and the Media OS platform, marketers who already benefit from IQVIA Digital’s high-value healthcare datasets to plan, reach, engage and measure HCP and consumer advertising can conveniently access more insights from one platform with enterprise-grade programmatic capabilities built for healthcare compliance.”
Key capabilities FreeWheel Buyer Cloud brings to IQVIA Digital’s Media OS include:
- CTV: Robust connected TV capabilities allow healthcare marketers to unlock access to premium video inventory and valuable new audiences across FreeWheel’s supply network.
- Better reach: With a single tenant infrastructure and a spine-to-spine identity integration complete with publisher-permissioned identifiers, IQVIA Digital retains full control over supply with the ability to match audiences via the FreeWheel Identity Network, which enables marketers to better identify and reach users.
- Customization and flexibility: FreeWheel Buyer Cloud infrastructure allows deep customization and seamless integration with IQVIA Digital’s high-performing healthcare provider and consumer audiences for more personalized campaign execution.
- Transparency and control: Marketers gain enhanced reporting and data access, including continuity of key Media OS features, like physician-level detail reporting, for deeper insights and more precise optimization.
- Industry expertise: Through this collaboration, marketers benefit from FreeWheel’s advanced buy-side advertising technology paired with IQVIA’s industry-leading healthcare data.
Focus on transparency, strong governance
IQVIA Digital and FreeWheel share a commitment to innovation, transparency and governance. The collaboration brings enterprise-grade programmatic capabilities to healthcare advertising while ensuring marketers can adhere to the privacy and compliance standards of today’s healthcare industry.
IQVIA Digital’s Media OS is a platform that brings together IQVIA’s curated healthcare datasets — claims, behavioral, population health and lab data — with sophisticated privacy-optimized activation capabilities. For this integration, the FreeWheel Buyer Cloud has been customized to ensure that expanded Media OS activation capabilities continue to deliver personalized, brand-relevant campaigns that are both effective and privacy-optimized.
Additionally, powered by IQVIA’s healthcare-grade artificial intelligence, the Media OS platform provides a single control layer for the entire ad lifecycle. The new FreeWheel Buyer Cloud integration creates a seamless workflow from strategic campaign planning through media buying and activation to measurement and optimization.
"Through this collaboration, IQVIA is unlocking the full power of CTV for healthcare advertisers to reach audiences and drive results through relevant marketing messaging," said Todd Keats, vice president, Platform Demand, at FreeWheel. “FreeWheel was designed with the tools our partners need to capitalize on their unique data and technology to create sophisticated and impactful solutions to reach audiences in a privacy-first manner.”
The FreeWheel Buyer Cloud collaboration marks a bold step within IQVIA Digital’s mission of empowering healthcare brands and agencies to optimally engage with healthcare providers and consumers to create real impact. It gives marketers maximum control and flexibility, making it easier than ever to reach target audiences with personalization, relevance and compliance.
