Change is the only constant in digital advertising—and the upcoming retirement of Microsoft’s Xandr DSP is a perfect example of this volatility.
For many pharma marketers and agencies, this shift isn’t just another platform update; it’s a critical juncture that could reshape how you reach your audiences and drive ROI.
So, what happens when a DSP shutdown disrupts your strategy? And how do you make sure your audience quality (AQ) and targeting precision don’t suffer during the transition?
These questions are top of mind for marketers who know that losing even a fraction of their targeting accuracy can mean missed opportunities, or millions in wasted spend.
Effective audience targeting is the lifeline of successful campaigns, enabling engagement at critical moments throughout the health journey. When de-identified patients receive relevant information through targeted ads, they’re better equipped to discuss treatment options with their healthcare providers, empowering them to be informed decision-makers and active participants in their own care.
This isn’t just about changing platforms—it’s about safeguarding the data that powers your campaigns that can positively influence patient outcomes.
Beyond jeopardizing patient engagement resulting in delayed care, failure to properly address this transition could mean losing hard-earned audience quality, slipping KPIs, and costly inefficiencies.
What You Can Do
Prioritize Audience Portability
The best way to avoid disruption is to begin conversations now about your migration strategy.
Working with DSPs that deeply understand pharma’s unique compliance and targeting needs, such as DeepIntent and PulsePoint, can help you maintain your reach.
Ultimately, your audience data is your most valuable asset. Ensuring it’s portable and activated across multiple DSPs means you keep your precision targeting intact—even as you switch platforms.
Keep Compliance Front and Center
Pharma campaigns face intense scrutiny around privacy and regulatory standards. Selecting partners and DSPs that prioritize compliance will keep your campaigns running smoothly and avoid costly pitfalls.
Communicate Transparently and Frequently
Change can create uncertainty—for your team, clients, and stakeholders. Being proactive and clear about your migration plans helps build confidence and uncovers optimization opportunities you might otherwise miss.
Support Through This Transition
Navigating a DSP shutdown isn’t just a technical challenge; it’s a strategic moment.
PurpleLab® works hand-in-hand with the leading pharma DSPs (with full integration into DeepIntent and Pulsepoint, eliminating the need for a third-party on-boarder) to ensure your audience data correlates with success.
We’re here to help you turn this transition from a potential risk into a growth opportunity.
Reach out to us to discuss how to protect your audience quality and drive results no matter where you activate.
