Companies partner to optimize and assess Audience Quality for pharmaceutical clients
VDX.tv, global leader in digital video advertising solutions, today announced new findings from its partnership with PurpleLab®, a leading healthcare analytics company powering evidence-based decisions across the life sciences industry. Through a recent test initiative with PurpleLab, VDX.tv was able to identify the strategies most necessary to improve performance for a top 10 pharmaceutical advertiser’s video campaign, improving the overall efficiency and effectiveness of the campaign.
VDX.tvand PurpleLab formed their partnership in October 2025 to enhance pharmaceutical ad campaign targeting and measurement with the ability to enable precise HCP and DTC patient targeting across CTV, desktop, and mobile. Following the initial partnership announcement, VDX.tv is now reporting strong performance in optimizing and evaluating audience quality for a top 10 pharmaceutical advertiser’s video campaign.
During the pharmaceutical advertiser’s video campaign, a test leveraging PurpleLab’s in-flight audience quality optimization and qualified patient reach measurement delivered strong results. Executed across mobile and desktop channels and incorporating two independent data providers, the campaign achieved a 12.5% lift in Audience Quality (AQ) and a 40.0% reduction in cost per verified patient.
The results underscore the strength of VDX.tv’s partnership with PurpleLab and the impact of two complementary strategies: an endemic approach targeting health-related environments and an engager strategy reaching users who had previously interacted with VDX.tv’s ad units. When implemented together, the two strategies drove enhanced campaign performance for the pharma advertiser.
“Impressions, engagements, and clicks are no longer the sole indicators of campaign success. For today’s pharmaceutical advertisers, true impact lies in reaching relevant audiences and verified patients,” said Candace Chang, Director of Client Partnerships – Pharma at VDX.tv “Our partnership with PurpleLab provides deeper insight into how our video-driven advertising solutions drive meaningful results for pharmaceutical advertisers.”
“We teamed up with VDX.tv to bring greater precision and accountability to campaign performance,” said Scott Ronay, General Manager of Advertising at PurpleLab. “With real-time visibility into audience quality, the team was able to optimize in-flight and ensure they were consistently reaching the patients who matter most.”
In addition to highlighting this shift in media optimization for pharma advertisers, this test also provides a clear framework for reducing wasteful spending through contextual alignment, increasing precision through engagement signals, and validating performance against real patient data.
To learn more about this partnership between VDX.tv and PurpleLab, you can reach out to VDX.tv at: pharma@vdx.tv or visit this page.
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About VDX.tv
VDX.tv enhances the impact of TV advertising by seamlessly extending it across household members’ personal digital devices and beyond. When a brand’s ad airs on a home CTV, VDX.tv follows up by delivering the same video ad to smartphones, laptops, and tablets and digital-out-of-home screens. These interactive digital ads provide additional, dynamic content - such as product details, nearby locations or exclusive offers - creating a more engaging consumer experience. By leveraging audience technology, the company ensures that TV ads reach the most relevant audiences for each brand.
VDX.tv’s solutions are tailored to address marketing challenges across various industries. By bridging TV and digital advertising, the company delivers smarter, more effective campaigns that drive real business results.
Learn more at www.vdx.tv
About PurpleLab®
PurpleLab® is a health-tech company driven by one clear philosophy: outcomes matter most. As your trusted partner for real-world data, we help organizations drive decisive action based on precise insights – with the ultimate goal of giving everyone a fighting chance at the best possible health outcome.