PurpleLab®, a leading healthcare analytics company with one of the largest medical and pharmaceutical claims databases in the US, is pleased to announce its membership in the Network Advertising Initiative (NAI), the leading self-regulatory organization dedicated to responsible data collection and use in digital advertising. In joining the NAI, PurpleLab strengthens its commitment to maintaining the highest standards of privacy and compliance in healthcare advertising.

“We are committed to growing responsibly and efficiently to meet the evolving needs of our clients across the healthcare advertising sector.”

The NAI has been a thought leader in online privacy for over two decades, helping its members navigate complex regulations and adopt best practices. With healthcare advertising now the second-largest category in digital ad spend, PurpleLab is well-positioned to support advertisers through its fully de-identified, HIPAA-compliant, privacy-safe healthcare data analytics platform, HealthNexus.

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“We are excited to welcome PurpleLab to the NAI membership. Companies managing consumer data face a complex web of legal and regulatory challenges, including emerging state privacy laws. PurpleLab’s membership reflects its dedication to responsibly handling this data while prioritizing privacy. We look forward to collaborating with PurpleLab to create and implement thoughtful policies and guidance that enable the beneficial use of healthcare data while safeguarding consumer privacy,” said Leigh Freund, President and CEO of the NAI.

This announcement comes at a time of significant growth for PurpleLab’s advertising division. In September, PurpleLab introduced Audience Builder, a planning tool designed to meet the needs of healthcare advertisers and digital media buyers. Audience Builder enables users to create healthcare provider (HCP) and direct to consumer (DTC) audiences using claims data without requiring in-depth healthcare expertise. This solution is both privacy-safe and HIPAA-compliant, and allows advertisers to streamline media planning, audience creation and distribution.

In addition to launching Audience Builder this year, PurpleLab also launched a suite of measurement APIs, including Audience Quality, Script Lift and Script Measurement, all of which provide healthcare advertisers with powerful metrics to assess audience quality and optimize campaign performance. These APIs offer actionable insights into patient populations and prescription behaviors, helping advertisers achieve better results with data-driven decisions.

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PurpleLab’s rapid expansion in 2024 is further highlighted by the addition of 17 new clients which span tech, agency and media, including 5 of the largest health agencies and 10 of the top demand side platforms (DSPs), further cementing PurpleLab’s influence in the healthcare advertising sector.

To support this momentum, PurpleLab has expanded its advertising team with the addition of two industry veterans: Colin Jacobsen as VP Product, Advertising, and Scott Ronay as VP Sales, Advertising. With their extensive expertise in healthcare data and digital media, both new hires strengthen PurpleLab’s commitment to delivering innovative, privacy-centric solutions to advertisers.

“As we continue to develop tools and partnerships that transform healthcare advertising, our membership with the NAI ensures we remain at the forefront of privacy and compliance,” said Mark Brosso, Founder and CEO of PurpleLab. “We are committed to growing responsibly and efficiently to meet the evolving needs of our clients across the healthcare advertising sector.”