Healthcare advertisers face growing complexity as campaigns span multiple channels, platforms and buying environments. In this interview, Jerrad Rickard, Head of Product Development and Strategy at IQVIA Digital, discusses one of the industry's most persistent challenges: reconciling identity across advertising campaigns. Without a consistent view of audiences, organizations can struggle to accurately measure reach, attribution and campaign performance.
Rickard explains how Media OS was designed to address that challenge by providing a consistent identity layer that connects audience creation, activation, measurement and reporting across multiple buying platforms. He also explores why transparency will become increasingly important as AI helps organizations process structured and unstructured data faster and at greater scale.
The conversation examines the future of healthcare advertising, the role of AI beyond efficiency gains, and how publishers creating deep, specialized healthcare content may benefit as AI summaries reshape information discovery. Rickard examines why identity, transparency and connected data could define the next era of healthcare media.