By: Andrew Lucking, General Counsel
PurpleLab® is now officially a member of the Interactive Advertising Bureau (IAB), a milestone that reflects our ongoing commitment to privacy-centric, actionable healthcare measurement. Since our founding, our mission has been to make healthcare data both useful and accessible while maintaining the highest standards of privacy. Joining IAB strengthens that goal, connecting us more fully to the digital advertising ecosystem at a time of rapid evolution in measurement standards and privacy practices around patient targeting.
IAB represents over 700 leading media companies, brands, agencies, and technology firms, working together to set industry standards, conduct critical research, educate the advertising community, and advocate for responsible data use. Becoming a member allows PurpleLab to contribute directly to conversations shaping the future of digital advertising, ensuring that healthcare-specific needs are addressed and that our approach to privacy remains at the forefront.
Strategic Priorities Driving Our Membership
PurpleLab’s decision to join IAB aligns with two key priorities: advancing measurement capabilities and deepening our use of privacy-enhancing technologies. Measurement in healthcare advertising is entering a new era. By connecting healthcare data with publisher exposure data, agency reporting, clean rooms, and emerging identity frameworks, we can provide more accurate and actionable insights for our clients. IAB membership ensures we have a voice in developing interoperability standards and best practices for this increasingly sophisticated landscape.
At the same time, privacy-enhancing technologies are becoming central to the future of digital advertising. PurpleLab exclusively leverages HIPAA-compliant, de-identified, and tokenized data, and other privacy-enhancing methodologies to protect patient information while still enabling meaningful analysis. Membership in IAB builds on our existing commitments, including our work with the Network Advertising Initiative (NAI), and positions us to actively shape the frameworks that will define privacy-forward measurement and targeting for the next decade.
Benefits for Clients and the Industry
Furthermore, joining IAB ensures that PurpleLab can best represent healthcare stakeholders — advertisers, agencies, publishers, and patients — in critical industry discussions. Participation in working groups and tech labs allows us to engage with initiatives covering privacy and legal standards, exposure data interoperability, privacy-enhancing technologies, clean room governance, emerging identity and attribution frameworks, and cross-channel measurement methodologies.
Through these efforts, we can collaborate with other healthcare technology companies to advocate for and ensure that privacy-centric data remains usable and effective. Our membership helps us anticipate industry expectations, respond quickly to client needs, and provide solutions that deliver measurable results while protecting patient information.
Looking Ahead: Privacy-Centric Measurement
As the advertising ecosystem evolves, PurpleLab is positioning itself to provide full-spectrum, privacy-centric measurement solutions. By integrating our expertise in healthcare data with the insights and standards developed through IAB, we can ensure that advertising reaches the right patients responsibly, improves healthcare outcomes, and supports the broader goals of the industry.
Membership in IAB represents more than a formal affiliation — it is an opportunity to embed PurpleLab more deeply into the advertising ecosystem, influence the development of privacy-forward standards, and continue delivering trustworthy, results-driven measurement solutions for our clients.