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New Partnership Will Help Streaming Audio Better Target Health Audiences.

TransUnion, which provides audience data to advertisers and agencies, has integrated health audiences from healthcare data provider Veeva Crossix into its TruAudience Data Marketplace. TransUnion says the addition will support more effective campaigns across streaming platforms.

Pharmaceutical/medical is one of the biggest ad categories. Statista ranked it second in 2021 with $5.6 billion spent in the U.S. Adding Veeva Crossix data into TransUnion’s marketplace will enable advertisers to deliver tailored ads to direct-to-consumer and healthcare provider audience segments.

“As consumers spend more of their time streaming content, the demand for health advertisers to reach their audiences across streaming media has dramatically increased,” said Michelle Swanston, VP in TransUnion’s media and entertainment business and head of data marketplace at TransUnion. “Our collaboration with Veeva Crossix enables best-in-class data for direct and programmatic marketing across connected TV and streaming audio with unprecedented scale.”

At the core of the TruAudience Data Marketplace is a database of 80 million U.S. households that enables household-level identity, targeting and measurement across connected TV, smart speakers, gaming consoles and other connected devices.

“Streaming video and audio are pivotal channels for health brands looking to reach and engage with precise audiences,” said Jeremy Mittler, head of Veeva Crossix Audience Segments at Veeva. “According to our Trends in Health Advertising Report, streaming video now accounts for 8% of Veeva Crossix clients’ digital media mix and streaming audio impressions have grown 61% year-over-year. Now 500 Veeva Crossix health audience segments — including syndicated and custom models — are available in the TruAudience Data Marketplace.”

TransUnion is the owner of TruAudience – what was formally called TruOptik before it was acquired in October 2020 – providing data to advertisers and agencies targeting connected TV viewers and streaming audio listeners. As the third largest credit reporting agency, TransUnion is one of the largest providers of data.

“At iHeartMedia we’ve seen a real increase in pharma advertisers active in audio between 2022 vs. 2021,” said Chief Data Officer Brian Kaminsky. “The ability to partner with TransUnion to apply segments from these go-to healthcare data providers in the TruAudience Data Marketplace, like Veeva Crossix, has accelerated audio adoption by allowing our advertising partners to transact with audio as they would with other digital media across every audio channel including broadcast radio, streaming and podcasting.”

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