Business
Nexxen Introduces Measurement and Optimization to Nexxen Health, with First-to-Market Auto Allocate in Nexxen DSP Powered by PurpleLab
Performance DSP brings targeting, activation, optimization and measurement into one workflow for health and pharmaceutical advertisers Expanded integration
About this update from Nexxen International Ltd.
[{"type":"text","content":"Performance DSP brings targeting, activation, optimization and measurement into one workflow for health and pharmaceutical advertisers Expanded integration with PurpleLab® adds real-world health intelligence that improves accuracy and verified outcome performance NEW YORK, Dec. 11, 2025 (GLOBE NEWSWIRE) -- Nexxen, a global, flexible advertising platform with deep expertise in data and advanced TV, today announced the introduction of measurement and optimization into Nexxen Health, its technology suite enabling health advertisers to run data-driven advertising campaigns that efficiently reach audiences and maximize impact across traditional and streaming formats, while maintaining privacy compliance. The launch sees the first-to-market availability of Auto Allocate in Nexxen DSP, which uses real-time signals to identify high-quality audiences and shift ad spend toward interested users as campaigns run. Powered by PurpleLab, a healthcare analytics company that holds one of the largest medical and pharmaceutical claims databases in the United States, Auto Allocate solves a core challenge and drives performance for health and pharmaceutical marketers who previously relied on fragmented data and delayed insights to adjust campaigns. Nexxen DSP applies offline action data, so budgets can optimize dynamically toward strategic audience quality and verified patient metrics. “As someone managing pharma campaigns every day, having automated outcome-driven optimization makes a huge difference. When the DSP can react to real-world health signals while we’re live, it helps us shift spend toward what’s actually working. It saves us time, improves efficiency and makes our optimizations more meaningful,” said Edward Goldschmid, Supervisor, Programmatic, SSCG Media Group. “PurpleLab and Nexxen are on the same page when it comes to helping advertisers act on real, clinically grounded signals — not guesses or proxies,” said Scott Ronay, General Manager, Advertising, PurpleLab. “By adding our real-world health intelligence straight into the Nexxen DSP, buyers can optimize in real time and clearly see which audiences and activations are truly moving the needle. This integration is a great step forward for health and pharma advertisers who want data integrity, accountability and scale all in one place.” To support mid- and post-campaign validation, Ne...