Throtle’s Perspective on AdTech Advancements in Healthcare

The adtech industry is abuzz with the announcement of The Trade Desk’s new product, Kokai. It promises to revolutionize the world of digital advertising when it launches in July 2023. At Throtle, we’re particularly captivated by what these advancements could mean for the healthcare sector, a space with unique challenges and massive potential for impactful HCP and patient omnichannel communication.

Kokai’s promise lies in its ability to democratize advertising technology, bringing powerful tools to the hands of marketers at every level. By enabling a range of self-service activities, Kokai is poised to help advertisers perform functions like audience building, identity matching, activation, and measurement. Throtle shares this mission and continues to elevate healthcare marketing campaigns, fostering better audience engagement and effectiveness.

Perhaps the most exciting element of Kokai is its integration of artificial intelligence. By harnessing AI for advanced measurement and forecasting, Kokai opens the door to predictive bidding, relevancy-based impression scoring, budget optimization, and KPI scoring. These advanced capabilities could help healthcare providers better anticipate their patients’ needs, optimize their strategies for maximum impact, and measure their success with greater precision.

However, in the healthcare industry, data privacy and accuracy are of paramount importance in this omnichannel world. The Trade Desk seems to understand this need well, as evidenced by Kokai’s use of Unified ID 2.0. This system enhances user privacy by converting sensitive information, such as emails and phone numbers, into hashed and salted identifiers. This enhanced data protection methodology offers an attractive alternative to traditional cookies in the healthcare sector where data sensitivity is paramount.

At Throtle, we’ve long championed identity resolution as a vital piece of the adtech puzzle. We understand the value of accurate audience targeting in driving both advertising efficiency and measurement precision. In this respect, Kokai’s focus on identity resolution – particularly with Universal IDs – aligns seamlessly with our mission and experience.

The application of Universal IDs in healthcare is particularly exciting for us. These identifiers can significantly amplify omnichannel efforts, helping healthcare providers reach their patients and healthcare providers more effectively and efficiently. By integrating unique identifiers into advertising campaigns, pharma brands, agencies, health plans and even health systems can better tailor their messaging, driving improved patient and HCP engagement and outcomes.

In essence, the arrival of Kokai brings an exciting promise of an open, inclusive, and effective digital advertising landscape in healthcare. With its advanced capabilities, it can help address the unique challenges of this sector, creating opportunities for more personalized and impactful omnichannel communication.

Throtle is eager to see progress within the healthcare industry. We see this announcement as a significant step forward in our journey to shape a more efficient and inclusive digital advertising landscape. And Throtle will continue to drive innovation in the pharma and healthcare space to address the critical challenges that marketers face. As we move into this new era of adtech, Throtle will advocate for robust identity infrastructure, ensuring that these innovations truly make a meaningful difference in patient and HCP communication and measurement.

References

The Trade Desk Kokai launch event, 6/6/2023: https://kokai.splashthat.com/

https://www.thetradedesk.com/us/news/press-room/the-trade-desk-launches-kokai-a-new-media-buying-platform-that-brings-the-full-power-of-ai-to-digital-marketing

https://www.businesswire.com/news/home/20230606005921/en/The-Trade-Desk-Launches-Kokai-%E2%80%93-a-New-Media-Buying-Platform-that-Brings-the-Full-Power-of-AI-to-Digital-Marketing

https://finance.yahoo.com/news/trade-desk-launches-kokai-media-180000181.html

https://www.adweek.com/programmatic/the-trade-desk-wants-to-be-the-app-store-for-ad-tech/