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Bye bye, 3rd-party-cookies - hello, healthy.ID

With the abolition of 3rd party cookies, advertisers are facing a major challenge: they need to find new ways to reach their target group with advertising messages. Read on to find out what this means for digital healthcare marketing in particular, where the GDPR and the Medicinal Products Act (HWG) make targeting HCPs a tricky business.

By 2023, the majority of browser traffic will no longer be supported by third-party cookies. From the second half of 2024, Google also plans to be the last provider to abolish 3rd party cookies in the Chrome browser. What options are there for targeting in a "future without 3rd party cookies"?

We at antwerpes healthy media have made it our mission to provide a 1st-party data-based solution that works without 3rd-party cookies and can be used in the online marketing of the future: our healthy.ID.

The healthy.ID makes it possible to identify HCPs across devices and platforms and to target them with relevant content. Within a premium partner network, users identify themselves as HCPs by logging in. Specialized target groups can thus be precisely targeted with the 1st-party data-based solution and programmatically played with target group-specific advertising material. An advertising network of selected premium partners enables maximum reach at the best conditions.

Fit for the future? With certainty.

As the issue of data protection is very important to our publishing partners and commissioning pharmaceutical companies as well as to us, we attach great importance to security. We do not use 3rd party cookies or tracking pixels and rely on data processing and display that complies with the GDPR and the Medicinal Products Act (HWG). We also apply the principle of data minimization. We therefore only receive the data from our partners that is absolutely necessary for the use of healthy.ID. By using current hashing methods, the data is also anonymized and users cannot be viewed at an individual level.

(Your) Next Best Action: real customer journeys at last

We customize our attention-grabbing advertising material in real time to individual interests, preferences and the campaign phase. We use frequency capping to control customer journeys with nano-precision, even across device boundaries or individual healthcare platforms. We make the "next best action" predictable and playable for HCPs and the sales force.

Illustration of an exemplary customer journey using the healthy.ID

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Please feel free to contact me:

Theresa Kurz
Junior Product Manager
VERÖFFENTLICHT:
July 24, 2024

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