Healthcare marketing leader Lasso integrates Xandr’s industry-leading solution to fuel cookieless 1-to-1 HCP targeting for endemic campaigns.
AUSTIN, Texas, September 27, 2022 -- Lasso (lassoplatform.io), the world's first and only omnichannel platform for healthcare marketing and analytics, today announced that they have adopted Xandr’s Publisher Provided Identifiers (PPID) capabilities to power an end-to-end first-party identity framework for their Endemic Marketplace, enabling cookieless 1-to-1 healthcare provider (HCP) targeting.
The infrastructure for Lasso’s Publisher ID reflects that of other leading industry identifiers, such as Unified ID 2.0. The solution is entirely agnostic of third-party cookies, allowing Lasso to take control of identity for their Endemic Marketplace. This allows healthcare marketers and publishers to continue delivering relevant media experiences and monetizing audiences in an industry and privacy-compliant manner, without compromising any targeting precision in the cookieless future. The Lasso Platform and Publisher Suite ensure that brands and publisher partners can seamlessly and immediately benefit from the Lasso Publisher ID.
Lasso’s speedy adoption of Xandr’s PPID capabilities clearly demonstrates both companies’ leadership and dedication to providing the best-in-class solutions the healthcare communications industry needs to be set up for success ahead of the deprecation of third-party cookies.
“Leveraging Xandr’s PPID capabilities, we were able to launch another cookieless solution in the Lasso Platform and fully support the buying and selling of the endemic healthcare industry in a privacy-safe and future-proof way,” said Greg Field, CEO of Lasso. “Buyers can have confidence that their audiences will be verified and scalable, while our publisher partners can rest assured that they are always compliant while maximizing their yield.”
“We are thrilled to partner with Lasso on this breakthrough for the healthcare marketing ecosystem,” said Sarah Harms, Group VP of Advertisers & Agencies at Xandr. “In a marketplace facing fragmentation and seismic changes due to evolving online privacy regulation, the Lasso Platform, and Lasso Publisher Suite built on top of Xandr’s integrated Invest DSP and Monetize SSP present a compelling solution. Now, healthcare brands and publishers can identify and address niche, compliant, and verified endemic healthcare audiences with scale and precision through the Lasso Publisher ID.”
Lasso is the world's first and only omnichannel healthcare marketing and analytics platform that allows you to plan, activate, and measure your HCP and consumer-focused campaigns across programmatic, social, email, endemic and connected TV — all in one place. Lasso has offices in New York, NY, and Austin, TX. Visit us at lassoplatform.io to learn more.