TTD Expands Pharma Reach: Can New Healthcare Integrations Drive Growth

The Trade Desk (TTD) says it is expanding its healthcare advertising capabilities by enhancing integrations with Veeva Crossix and IQVIA Digital. The update is intended to let pharmaceutical advertisers measure campaigns more granularly and connect media exposure with specific healthcare outcomes while campaigns are still running. TTD says Crossix supports optimization toward Audience Quality and cost per target reach, with NBRx metrics and weighted KPIs expected in the fourth quarter. IQVIA is also set to add more detailed Audience Quality measurement by site, geography and device type, alongside NBRx measurement. The company frames this as part of a broader push into specialized verticals, while competition in adtech remains intense, including efforts by Magnite and PubMatic.