Identity fuels programmatic advertising in healthcare, and when done right, it leads to better targeting, more personalized experiences, and ultimately, a healthier world for everyone. 

In today's hyper-connected digital landscape, healthcare marketers are increasingly focusing on delivering personalized experiences to their customers. One concept at the heart of personalized customer engagement is "Next Best Action" (NBA) — a strategy that leverages data analytics to determine the most appropriate action to take with a customer at any given moment.