Swoop Getting a Healthy Dose of Measurement from iSpot

Healthcare occupies a special corner of the marketing business. It often combines significant spending with regulatory restrictions designed to protect patient privacy and prevent folks from literally selling snake oil. Nevertheless, ad tech is moving in on the healthcare business. 

In a new deal, measurement company iSpot said it is working with Swoop, which says it does AI-driven, data-powered omnichannel healthcare marketing.

Together, the companies says they are providing advertisers with an effective way to measure, understand and optimize Swoop’s direct-to-consumer and health-care provider audiences in a privacy-complinant manner.

The companies say they will be able to help marketers see where those consumers and providers engage with media, enabling them to create efficient, scalable omnichannel campaigns and optimize reach and frequency. 

This will increase business outcomes (like sales) and improve patient outcomes (getting better), they say.

“We’re excited about our partnership with Swoop – it gives healthcare marketers operating in today’s dynamic media marketplace an opportunity to leverage iSpot’s trusted, cross-channel media measurement in order to win,” said Tom  Keaveny, executive VP, business development at iSpot.

A recent iSpot report found that pharmaceutical and healthcare advertising on linear TV alone accounted for $3.34 billion, or 14%, of all linear U.S TV ad spend in 2025. 

“Health-related marketers need to understand and reach the right consumers and healthcare providers across the multitude of online platforms available with efficiency and scale,” added Kurt Robinson, executive VP, business development at Swoop. “We’re excited to work alongside iSpot and give the industry a way to measure this efficacy on cross-platform viewing behavior.”

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Also on the healthcare front, DeepIntent, which focuses on healthcare advertising, said it launched a HealthFirst FAST Package to help brands reach verified patients and provides.

DeepIntent said its streaming partners include LG Ad Solutions and Pluto TV.

“As healthcare audiences evolve how and where they consume media, advertisers need to optimize their investments in real time across premium channels to achieve health and business outcomes,” said Chris Paquette, Founder and CEO of DeepIntent. “Our latest offering unlocks scale, speed, and confidence for healthcare advertisers looking to reach relevant patients and providers across trusted, premium supply through our AI-driven Health Intelligent media buying experience, ultimately improving outcomes for patients nationwide.” 

The Health-first FAST package is available within the DeepIntent DSP.

“As pharma marketers shift budgets beyond traditional channels, we’ve seen exceptional reach and performance through Connected TV,” said Kristy Quagliariello, VP of Programmatic Media at Klick Health. “DeepIntent’s new turnkey FAST inventory solution is a welcome addition as it's designed to accelerate the path from idea to activation and unlock more insight-driven opportunities for our clients to reach both HCP and patient audiences across the CTV landscape.”

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Sell-side advertising platform Magnite said it made a deal with IPG’s Acxiom that will allow programmatic buyers to use Acxiom data for their addressable campaigns.

The companies said that initial testing show that being able to access Acxiom data directly through Magnite helps reduce costs and eliminates fees, which results in a larger share of ad budgets going towards working media.

“We’re pleased to pave the way as the first programmatic sell-side partner to offer a direct integration with Acxiom,” said Kristen Williams, senior VP of strategic partnerships at Magnite. “By opting for sell-side activation of their data-driven advertising campaigns, advertisers can tap into commercial efficiencies, differentiated data insights from streaming publishers, and further tailor their addressable strategy with Acxiom’s data.”

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Acxiom, along with media agency IPG Mediabrands said they have teamed up with Viant’s IRIS.TV  to launch Acxiom Contextual CTV.

Using the IRIS_ID, Acxiom Contextual TV is designed to help IPG clients create connected TV campaigns using content-level targeting based on more than 1,200 content categories.

“Acxiom Contextual CTV represents the future of programmatic—privacy by design, data-rich, and publisher-aligned,” said Simon Poplyansky, VP of global partnerships at Acxiom. “With the IRIS_ID, we’re able to enhance our core offerings with precise contextual targeting, driving superior outcomes for our brand partners.”

Acxiom Contextual CTV will be available to direct and programmatic buyers across a range of platform partners.

“As CTV matures, advertisers need tools that deliver scale, precision, and respect for consumer privacy,” said Field Garthwaite, CEO and Co-founder of IRIS.TV. “By adding real-time, video-level contextual data to its best-in-class data and identity solutions, Acxiom is giving IPG advertisers a powerful new layer of intelligence that consistently drives return on ad spend.”