We recently attended the The Trade Desk’s (TTD) FWD25 Healthcare event, where industry leaders shared insights on the evolving role of programmatic advertising in healthcare marketing. The landscape is shifting—so what does that mean for the future? Keep reading for key takeaways that will shape our approach moving forward.
Privacy and Compliance
As state-level privacy laws tighten, staying informed and compliant is more critical than ever for agencies and brands. With data deprecation reshaping the industry, first-party data has never been more valuable. As Eric Lloyd, GM of Business Development at TTD Health, highlighted, privacy, opt-in consent, and transparency in data collection are not just best practices—they are essential. With increased enforcement from the Federal Trade Commission and state regulators, understanding these evolving policies is key to building trust and ensuring compliance.
Agility Wins
In programmatic advertising, staying ahead means moving fast and making informed decisions in real time. Brands and agencies that embrace a test-and-learn approach gain a significant edge. As an independent agency, our ability to pivot quickly and adapt to change enables us to drive meaningful results. One key takeaway from the event? Success is not just about speed—it is about having the right strategies in place and ensuring seamless collaboration across teams to turn insights into action.
Programmatic is Premium
No longer seen as a secondary option, programmatic has evolved into a premium buying channel. Live events and sports have entered the programmatic space, creating new opportunities for incremental reach. At the same time, premium publishers are opening up their inventory and data, recognizing the power of flexibility and choice. For healthcare marketers, this shift means greater precision, scale, and addressability, making programmatic an essential tool in the modern media mix.
Evolution of Partnerships
What was once a two-way partnership between agencies and publishers is now evolving into a three-way collaboration that brings even more opportunity to the table. Premium publishers are leaning further into programmatic partnerships, creating new pathways for more strategic, high-impact media buying. Agencies that can navigate and orchestrate these relationships effectively will drive stronger outcomes for their clients. As the programmatic ecosystem advances, prioritizing user experience—through thoughtful ad placement, balanced ad load, and creative innovation—will be key to delivering meaningful engagement.
Importance of First-Party Data
First-party data is increasingly vital. Privacy-compliant, consented data collection is foundational to precise targeting and accurate measurement. As highlighted in the fireside chat with Lilly, understanding where patients and healthcare professionals spend their time and what matters to them opens up marketing opportunities. Agencies need to remain nimble by testing, optimizing, and scaling quickly to assess and act on results.
The Future of Programmatic
The future of programmatic in healthcare is bright, with a focus on premium inventory, live sports, and driving incremental reach. The growing flexibility of buying modalities, including Upfronts and programmatic activation, offers improved cost-efficiency and better outcomes. As we look ahead, our brand strategy will continue to serve as our guiding principle, ensuring we deliver meaningful, engaging experiences for our clients.
The message at FWD25 was clear, agencies that stay agile, prioritize transparency, and adapt to evolving partnerships will be positioned for success. At Butler/Till, we are committed to embracing these shifts, ensuring that our strategies align with the evolving landscape of healthcare marketing, while always keeping our clients’ goals at the forefront.
Contributors: Maggie Leathersich
