Healthcare publishers have long struggled with multiple platforms and disjointed processes, leaving them facing a lack of control, transparency, and reporting from their ad platforms. From fragmented advertising and measurement solutions to limited tech and ad operations resources, understanding the full impact of their monetization was near impossible. Not only did publishers need to work with multiple vendors and tools for their monetization and campaign measurement but significant time and technical expertise were often required for implementation as well.
As leaders in the healthcare marketing world, we understand this dilemma all too well and are uniquely positioned to provide the best solution. First, we solved the problem for marketers and brands, by improving their audiences, activation, and measurement and powering every step of their journey on our platform. Then in May 2022, we launched our Publisher Suite, giving publishers the transparency and control they were looking for, on the same platform. This provided the final piece in building a true end-to-end operating system for the healthcare communications industry.
Many healthcare advertisers/brands/marketers are interested in leveraging endemic publishers as a more strategic channel to reach their target audiences, resulting in more intelligent campaigns and better patient outcomes. So, we're closing the gap with the ultimate platform, connecting marketers with high-value demand to prominent healthcare publishers, all while allowing our users to remain industry compliant and privacy-optimized.
What End-to-End Really Means
We built Lasso’s Publisher Suite to eliminate complexity and break down historical barriers to ROI solutions, providing a singular dashboard with seamless access to each step of the selling journey:
- Monetization: Utilize comprehensive ad serving and programmatic tools for publisher direct sales and monetization through Lasso's endemic advertising marketplace, connecting HCP and DTC marketers directly with endemic publisher audiences
- Extension: Plan and activate audience and reach extension campaigns with Lasso Blueprint™, the most advanced self-service audience builder for the healthcare industry
- Measurement: Leverage end-to-end, real-world campaign performance with built-in Rx lift and audience quality analytics
Additionally, our Heading Bidder Adapter, approved by Prebid.org, enables premium monetization in any ad placement at scale. Our solution is ready for integration into healthcare publishers' existing header bidding frameworks, allowing our Publisher Suite users to seamlessly tap into both HCP and DTC-focused campaigns in unified auction environments, maximizing the value of their audiences and yield across all ad placements.
A Future-Proof Marketplace
To create a true one-stop-shop for healthcare marketing, we built our premium healthcare Endemic Marketplace. By participating in this marketplace, publishers can leverage the existing demand from our agency and brand partners who want to open up a new avenue to engage with hard-to-find HCPs that are not usually found through traditional programmatic channels. Lasso takes care of the buyer relationships and facilitates this connection so that we can support the entire user journey on both sides.
In fact, we are the first to leverage Xandr's Publisher Provided IDs (PPID) capabilities to power our Endemic Marketplace with an end-to-end first-party identity framework. This lets us take full control of the identity for our Endemic Marketplace with the Lasso Publisher ID. Our infrastructure reflects that of other leading industry identifiers, such as Unified ID 2.0, and is entirely agnostic of third-party cookies. This allows both 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. We're always building new solutions to fully support buying and selling in the endemic healthcare industry in a privacy-safe and future-proof way, so our users can immediately benefit from our latest and most innovative frameworks without any technical setup.
Streamlined Selling Workflows for Higher ROI
Improving monetization takes more than just identity technology, it also requires a platform that powers efficient inventory management. In the past, publishers have struggled with toggling between platforms and clunky processes, losing valuable time and money. That’s why our team developed a seamless placement creation and inventory management user interface (UI), enabling our publisher partners to take full control of creating, modifying, and optimizing their Lasso Placements and AdUnits in real-time.
Our modern interface also allows users to build and configure all publisher objects using a streamlined, self-service UI. Additionally, Lasso provides a comprehensive understanding of performance and yield at the most granular levels - all without the added task of pulling a custom report. We keep setup quick and easy by allowing users to leverage our bulk upload functionality and configure passback tags, house ads, and more at the AdUnit level.
Our Publisher Suite is uniquely built for the healthcare communications industry, empowering our users to consolidate and take control of their monetization, omnichannel extension, and measurement all in one platform. Get started today by reaching out to your Lasso Representative or email us at email@example.com.