4INFO and Crossix Partnership Enables Pharma Brands to Deliver Mobile Ads Efficiently to Highly Qualified Audiences

4INFO, the fast-growing technology company solving the challenge of mobile attribution for national brand advertisers, announced its partnership with Crossix, a leading healthcare marketing analytics provider. 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.
Crossix has solved this challenge by developing predictive data models that combine Rx, OTC and medical data with consumer data, based on demographics, geography and lifestyle factors. The modeled data can be used to determine the consumer variables most closely correlated with the likelihood to perform a specific health behavior, such as treating within a condition category or treating with a specific drug brand. The models' consumer data based algorithms can then be applied to a given online and/or mobile audience to identify and reach consumers with the highest propensities for the respective health behavior. At no time is an individual's actual health data used in the application of the models for media targeting purposes, which ensures that consumer privacy is preserved.
"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."
The solution also enables marketers to measure their mobile advertising based on the actual lift in direct-to-consumer (DTC) driven sales. Unlike mobile platforms that attempt to link mobile devices to data using an onboarder, the data-driven direct link partnership between 4INFO and Crossix provides:
Accurate Targeting: 4INFO uses its unique, patented multi-clustering method to accurately link devices and people using home address as a match key based on seeing devices over multiple days and times. When matched to the Crossix data for ad targeting, the result is greater accuracy, more than double the average relevant audience reach of all other platforms tested. In fact, in a recent pharmaceutical brand campaign, 4INFO reached an audience that was 10 times more targeted than the general population.
Audience Reach: To drive meaningful sales that can be measured, marketers need to reach enough people with their message. Scale is critical, especially when targeting a precise audience. With 4INFO's platform, brands can reach more than 95% of U.S. smartphone users across all of their mobile devices, assuring advertisers of finding their niche audiences.
Meaningful Campaign Measurement: The 4INFO/Crossix partnership also gives pharma marketers the ability to measure and optimize campaigns based on what matters most: actual incremental lift in DTC generated revenue. This is achieved through leveraging a true test vs. control measurement approach.
"Despite its potential and reach, mobile remains a relatively untapped channel for pharma marketers," said Dan Stein, SVP, product strategy of Crossix. "The exciting solutions we've developed with 4INFO give marketers more confidence than ever before that their relevant audiences can be reached efficiently through mobile with targeted scale, and the true impact of their campaigns can be understood through the most meaningful metrics."
About 4INFO
4INFO enables national brand advertisers to reach precise audiences across mobile devices and desktops and measure campaign success based on actual sales lift. Hundreds of brands have relied on the reach, targeting accuracy and measurement experience of 4INFO's ad tech platform — including eight of the top 10 largest CPG companies, six of the 10 largest retailers, seven of the top 10 financial services companies, and the five largest auto manufacturers. 4INFO's technology reaches more than 95 percent of U.S. smartphone users in over 100 million households using a highly accurate, patented method that doesn't rely on cookies, IP addresses or probabilistic modeling. As the leader in sales lift measurement of mobile ad campaigns, 4INFO has powered more than 200 measurement studies with impressive results, including a Return on Ad Spend (ROAS) averaging 272% and as high as 1000%. 4INFO is headquartered in San Mateo, Calif., with offices in New York, Los Angeles, San Diego and Chicago.
About Crossix
Crossix partners with leading healthcare and media companies to plan, measure and optimize their marketing and communication initiatives. With deep consumer and healthcare professional (HCP) expertise, Crossix delivers hard-to-come-by audience and campaign insights to inform strategic business decisions and drive improved patient outcomes. Data-driven and data-proven, the patented Crossix methodology and differentiated technology enable critical connections across its proprietary data network of Rx, OTC, medical, clinical, media and consumer data to ensure more actionable cross-channel measurement with best-in-class privacy safeguards far exceeding HIPAA requirements. The unique Crossix technology aggregates insights from across the data network to pinpoint marketing initiatives that activate the right audiences and generate incremental impact. Founded in 2004, Crossix is headquartered in New York City.