MM+M – Healthcare’s Ad-Tech Imperative

Microsoft’s decision to shutter its Xandr DSP by February 2026 has sent shockwaves through the pharma media landscape, forcing healthcare organizations to re-evaluate their digital ad buying technology. This move highlights the long-standing need for ad-tech specifically tailored to the healthcare industry’s stringent compliance, privacy, and data integration requirements, which general-purpose DSPs cannot adequately address. In this new MM+M article, Clifton Covey, SVP, Digital Activation with CMI Media Group emphasizes that healthcare programmatic advertising demands DSPs specifically designed for its unique precision and compliance needs, highlighting that effective results depend on platforms built to understand health data nuances and regulatory requirements. The transition away from Xandr presents a significant challenge and opportunity for pharma companies to adopt purpose-built health-specific DSPs that offer enhanced safeguards and functionalities for programmatic media. Read the full article here.