Inventory Development Director

OptimizeRx partners with The Trade Desk to widen its healthcare ad network. Published: Sep 22 2026, 11:00 PM IST * FB * TW * Linkdin * Whatsapp * GNFollow Us The move gives life sciences advertisers a more streamlined way to bring specialized healthcare audiences into their broader digital media strategies. * OptimizeRx's network spans more than 400 EHR and e-prescribe systems. * EHR advertising has traditionally relied on direct managed-service relationships or specialized healthcare platforms. * The inventory is expected to become available through OpenPath in the fourth quarter of 2026. OptimizeRx Corp. (OPRX) on Tuesday announced an integration with OpenPath, The Trade Desk's supply path optimization solution, which will make the firm's authenticated point-of-care inventory directly available to advertisers using The Trade Desk's (TTD) demand-side platform. The company said its network covers more than 400 EHR and e-prescribe systems and reaches 800,000 verified healthcare professionals. At the time of writing, OPRX was up nearly 1%, while TTD shares were down about 4%. Expanding programmatic access. OptimizeRx said EHR advertising inventory has historically been purchased mainly through direct managed-service relationships or specialized healthcare platforms. The integration will allow advertisers to use The Trade Desk's existing programmatic buying infrastructure when accessing OptimizeRx's inventory, bringing it into the same buying environment as other digital media. Stephen Silvestro, CEO of OptimizeRx, said that by integrating with OpenPath, the firm can make its authenticated clinical inventory directly accessible to a broader base of advertisers using The Trade Desk. OptimizeRx said its offering is differentiated by its connection to verified healthcare providers, real clinical workflows, and proximity to treatment decisions. Baron Harper, VP of Business Development at The Trade Desk, said the integration gives life sciences advertisers more choice in accessing differentiated healthcare inventory. Part of broader distribution strategy. The company described the integration as the latest step in its broader programmatic distribution strategy for its proprietary EHR network. OptimizeRx said creating multiple buyer entry points can help it reach new sources of advertiser demand while giving life sciences marketers greater flexibility in accessing its EHR inventory. OptimizeRx said its EHR point-of-care inventory is expected to become available to advertisers using The Trade Desk through OpenPath in the fourth quarter of 2026. ORPX, TTD: retail view. Retail sentiment toward OPRX on Stocktwits was "neutral" amid high message volume over the past 24 hours. Sentiment toward TTD remained "bearish," with the stock also ranking among Stocktwits' trending tickers. OPRX shares are down about 38% year-to-date, while TTD shares have declined about 65% over the same period. For updates and corrections, email newsroom[at]stocktwits[dot]com.< Stay updated with all the latest Business News, including market trends, Share Market News, stock updates, taxation, IPOs, banking, finance, real estate, savings, and investments. Track daily Gold Price changes, updates on DA Hike, and the latest developments on the 8th Pay Commission. Get in-depth analysis, expert opinions, and real-time updates to make informed financial decisions. Download the Asianet News Official App from the Android Play Store and iPhone App Store to stay ahead in business. 0 Comments / 0 New

The Trade Desk brings granular healthcare measurement into media optimization. The Trade Desk Expands Pharma Ad Measurement Healthcare advertisers are increasingly looking to connect media exposure with real-world outcomes rather than relying on campaign-level performance reports. The Trade Desk is expanding integrations with healthcare analytics providers Veeva Crossix and IQVIA Digital to bring more granular measurement signals into programmatic media decisioning, allowing pharmaceutical advertisers to use campaign insights while campaigns are still running. For pharmaceutical marketers, knowing that a campaign performed well is only part of the measurement challenge. The harder question is determining which audiences, devices, geographies and media environments contributed to that performance - and then acting on those signals quickly. The Trade Desk is attempting to close that gap through expanded integrations with Veeva Crossix and IQVIA Digital, bringing specialized healthcare measurement closer to the platform's media optimization and bidding workflows. Traditionally, pharma analytics has often operated alongside media buying platforms. Advertisers could evaluate campaign results and identify optimization opportunities, but applying those insights to an active media campaign could require additional processes. The expanded integrations are designed to shorten that feedback loop. For example, a pharmaceutical advertiser could examine audience quality by site, geography or device, connect media exposure with metrics such as new-to-brand prescriptions (NBRx), and use those signals to inform ongoing media allocation. Crossix is expanding its in-platform optimization capabilities within The Trade Desk. Advertisers can currently optimize campaigns around Audience Quality (AQ) and cost per target reach, while Gross NBRx optimization is planned for the fourth quarter. A weighted KPI capability is also expected in Q4, allowing advertisers to combine Crossix Audience Quality and Gross Conversion data when optimizing toward multiple campaign outcomes. That development reflects a broader movement in programmatic advertising toward outcome-based optimization. Rather than treating impressions or reach as the final measurement layer, advertisers are increasingly looking for signals that connect media exposure to business or downstream outcomes. IQVIA Digital is taking a somewhat different role by expanding the granularity of performance measurement. The company plans to introduce AQ measurement across individual sites, geographies and device types, alongside new-to-brand prescription measurement. The distinction matters for media buyers managing large programmatic campaigns. A campaign may generate strong aggregate results while performance varies considerably across individual supply environments or audience segments. More granular measurement can potentially give traders and automated systems additional signals for deciding where future impressions should be purchased. The Trade Desk also supports multi-provider HCP decisioning, allowing advertisers to extend National Provider Identifier (NPI) reach across multiple healthcare data providers. The objective is to give pharma advertisers additional scale while maintaining healthcare-specific data controls. The development places The Trade Desk within a specialized part of the programmatic ecosystem where privacy, data governance and measurement complexity are particularly important. Healthcare advertising cannot simply apply consumer advertising models without accounting for sensitive data and regulatory requirements. The bigger shift is toward bringing measurement and activation closer together. Instead of waiting until a campaign ends to determine what worked, advertisers can increasingly feed validated performance signals back into media decisioning while campaigns remain active. For enterprise pharma teams, the value will ultimately depend on data quality, measurement methodology, interoperability and the ability to translate healthcare outcomes into reliable optimization signals. But the direction is clear: specialized healthcare analytics is becoming increasingly connected to the systems responsible for buying and optimizing media. Market landscape. Programmatic advertising is evolving from impression-based optimization toward increasingly sophisticated outcome and audience-quality signals. This is particularly visible in verticals such as healthcare, where advertisers need specialized datasets and measurement methodologies. The Trade Desk's integrations with Crossix and IQVIA Digital illustrate a broader trend toward closed-loop media measurement: data is collected from campaign activity, translated into performance signals and returned to the buying environment for optimization. Large advertising ecosystems including Google, Amazon and Microsoft are also investing in automated bidding, measurement and first-party data capabilities. Specialist healthcare providers add another layer by supplying domain-specific signals that general-purpose advertising platforms may not provide. For pharmaceutical advertisers, interoperability will remain central. The ability to combine multiple measurement providers, define campaign-specific KPIs and optimize against meaningful outcomes could reduce the distance between media buying and business measurement, provided privacy and governance requirements are maintained. Top insights. * The Trade Desk is expanding healthcare data integrations with Veeva Crossix and IQVIA Digital to bring measurement signals closer to programmatic media decisioning. * Crossix enables optimization around Audience Quality and cost per target reach, with Gross NBRx and weighted KPI capabilities planned for Q4. * IQVIA Digital is expanding measurement granularity across sites, geographies and devices while adding new-to-brand prescription measurement. * Multi-provider HCP decisioning gives pharmaceutical advertisers additional options for extending NPI reach across healthcare data providers. * The development reflects a broader AdTech shift toward closed-loop optimization, where campaign measurement can directly inform active media buying decisions.

The Trade Desk is expanding internationally as growth increasingly depends on markets outside the US. EMEA and APAC regions have each grown nearly 30% year to date, whilst China has surged over 100%. The company operates in more than 35 markets. Its top 100 accounts are growing at double-digit rates year over year, whilst advertisers outside the top 500 are delivering more than 50% year-to-date growth. Second-quarter revenue rose 3% year over year to $715 million. The US accounted for about 83% of revenue, with international markets contributing 17%. CTV revenue grew more than 50% year over year in both EMEA and APAC during the quarter. The company faces competition from Magnite, which is also expanding internationally and recently launched its first agentic campaign in EMEA.