On Thursday, MMW learned that 4INFO — a technology company “solving the challenge of mobile attribution” for national brand advertisers, has secured a partnership with Crossix, a leading healthcare marketing analytics provider.
The impact of the coupling? We’re told that data from Crossix, combined with 4INFO’s ability to match more than 300 million devices in more than 100 million U.S. homes, now enables pharma marketers to identify, reach and engage with relevant health consumers on their mobile devices.
Pharma marketers have long struggled with the challenge of reaching qualified health audiences via mobile advertising, due to HIPAA privacy rules that prohibit the use of personal health information for media targeting purposes.
“4INFO’s partnership with Crossix gives healthcare marketers the vertical expertise they need to deliver reach, accuracy and measurable return on ad spend in a privacy-protected manner,” said Ken Mallon, chief product officer of 4INFO. “This partnership allows them to accomplish that on the fastest growing media, mobile.”