The advertising landscape is undergoing a significant shift towards privacy-conscious practices. In today’s environment, adhering to evolving privacy regulations is essential. In order to succeed, brands must find new ways to deliver personalized, relevant ad experiences that drive performance outcomes.
This raises an important question: what solutions lie at the intersection of consumer privacy and personalized advertising?
With over 20 state privacy laws in effect in the United States—and more likely on the way—digital advertising is now operating within a complex web of fragmented regulations. States like Washington and Nevada have contributed to this complexity by enacting laws focused specifically on health data privacy, making it even more critical for health advertisers to adapt. This new reality is pushing the entire industry to redefine how it connects with audiences, moving from reliance on third-party identifiers to finding innovative, privacy-centric methods.
Proximic by Comscore recently surveyed hundreds of advertising industry experts and their responses highlight the growing impact of privacy laws on our industry. Here’s what we heard:
So, what do these findings mean for the future of personalized advertising? The path forward is clear: the industry must prioritize the consumer experience. Consumers expect both data privacy and personalized, relevant ads, and meeting these expectations is key to building trust. When consumers feel their privacy is respected and encounter ads tailored to their interests, they are more likely to engage. This creates a win-win scenario where privacy and personalization work together to drive both consumer satisfaction and campaign success.
It’s one thing to create solutions that meet today’s privacy standards, it’s another to drive real performance while doing so. Three recent case studies with Butler/Till’s pharmaceutical clients showcase how advertisers are successfully navigating today’s privacy landscape, leveraging Proximic by Comscore’s advanced contextual targeting solutions to achieve outstanding results without compromising consumer privacy.
Case Study 1: A pharmaceutical company’s campaign leveraging Proximic’s Symphony Health ID-free Predictive Audience experienced 41% greater audience reach compared to competitor health audiences at an 50% lower cost-per-target, proving meaningful scale and efficiency with Proximic’s Symphony Health ID-free Predictive Audiences
Case Study 2: A pharmaceutical company’s campaign using Proximic’s ID-free health targeting was significantly more efficient than competitor targeting, delivering a 63% lower cost per diagnosis (Dx)
Case Study 3: A pharmaceutical company drove the lowest cost per qualified visit (cost per QV) and highest reach compared to all competitor audiences when they applied Proximic by Comscore’s ID-free custom Predictive Search Audience to their campaign.
These results demonstrate that with the right privacy-centric solutions, performance doesn’t have to be sacrificed. In fact, embracing privacy can lead to even greater campaign outcomes, proving that innovation and responsible data practices can go hand in hand.
Building on a foundation of Comscore’s consented datasets and Proximic’s ID-free Predictive Audience technology, Proximic by Comscore’s health targeting empowers advertisers to continue effectively reaching their target audience in an evolving data privacy landscape. This approach highlights how contextual technology, when paired with continuous innovation, plays a critical role in driving impactful, privacy-centric campaigns.
Download our Health Targeting Guide or get in touch with our team to learn more.