Dentsu, a global media and marketing leader, has partnered with BranchLab to integrate the AI company's Pathwai™ platform for healthcare audience targeting. The collaboration transforms dentsu's proprietary data into healthcare-relevant segments anticipated to match or exceed traditional medical claims-based targeting methods. Pathwai™ uses neural networks trained on anonymised health outcomes to create privacy-conscious audience segments for healthcare marketing. The platform enables dentsu to design and activate audiences based on diagnoses, prescriptions and procedures across streaming, programmatic and social media channels. The partnership unlocks new value from dentsu's consumer dataset whilst maintaining HIPAA compliance and state privacy regulations. BranchLab's deep learning architecture translates anonymous patient journeys into targetable segments, with supervised AI learning continuously refining models based on real-world health outcomes.

Next Ventures has announced a strategic investment in BranchLab, an AI-native technology company specializing in privacy-first, outcome-based advertising for healthcare. This investment aims to accelerate AI innovation in precision healthcare by leveraging non-health data to optimize real-world health outcomes. BranchLab's platform, Pathwai™, enables brands to design and measure audiences for healthcare marketing. The partnership aligns with Next Ventures' mission to promote proactive healthcare engagement.