Building a Modern Foundation for Marketing Analytics

With the continuing decline in third-party cookies and new state privacy laws now in effect, healthcare advertisers may feel that some of their foundational targeting and measurement capabilities are going away. But when we look back at 2024, we’ll see that it was a year when our industry matured and created a better marketing analytics foundation for the future.

Sustainable measurement in a cookieless world

To effectively target and measure marketing campaigns, marketers need ongoing access to a robust network of health, media, and consumer data connected in a privacy-safe way. These core requirements haven’t changed.

Until recently, the majority of digital media data was based on third-party cookies applied to digital advertising. Although Google recently announced it will no longer entirely deprecate third-party cookies in Chrome, we expect the utility of those cookies to diminish with time. Other platforms like Safari and connected TV have been cookieless for quite a while. To ensure measurement across all types of digital advertising, Veeva Crossix has set up direct data feeds with media channels and publishers through our 1st Party Connect program. In fact, more than 75% of impressions measured by Veeva Crossix today are already cookieless and we expect to grow to 90% by the end of the year. This approach is more accurate, complete, and timely, with daily media exposure data integrated into the Crossix Data Platform.

As our industry shifts to new sources of marketing data, there is a renewed focus on providing greater transparency to consumers. Although it can feel much more difficult to operate in this environment, it has led to better, more sustainable solutions for both users and marketers.

How brands can gain a competitive edge

Crossix has the industry’s largest health and media data network, including more than 100 media partners and health data for more than 300 million patients. Using patented cleanroom technology, we can connect that data to consumer data in a privacy-safe way.

What does that mean for marketers? Better targeting, measurement, and optimizations. With this modern foundation, biopharma teams can focus on marketing innovations by configuring the data to deliver unique metrics and insights. For example, brands can use marketing data to deliver persona-based messaging via advertising, use AI applications to analyze the data further, and better synchronize field engagement and marketing initiatives.

With a futureproof data foundation in place, marketers can enter a cookieless world feeling confident that campaigns are running as efficiently as possible and delivering impactful messaging to HCPs and patients.

Learn how to use data to improve advertising performance despite disruptions like cookie deprecation.