A recent partnership expected to be announced today between mobile ad firm 4Info and pharma data company Crossix could help drug advertisers find out if their mobile ads actually influenced someone to get a prescription or visit a medical specialist. The relationship represents the potential reward -- and risk -- of targeted advertising on personal devices in the highly regulated healthcare industry.
4Info, which aims mobile ads based on actual household data associated with consumers' home addresses, has been on the lookout for a data partner that could assist it in tapping more pharma ad dollars.
"Pharma is a huge opportunity," said 4Info CEO Tim Jenkins. Before partnering with Crossix, the company has worked with pharma advertisers targeting ads for over-the-counter drugs based on shopper loyalty card data.
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