Programmatic has seen explosive growth over the past five years and now accounts for over 80% of the display market in the U.S. This trajectory has, however, been much slower in healthcare—mostly due to risk aversion. Some advertisers and agency partners have, in the past, effectively adopted the misconception that programmatic simply could not be done in this vertical. The reality is just the opposite. It’s not only possible—in some discrete cases, it can deliver uniquely better results.
