Haymarket Media Group recently unveiled the introduction of its new demand-side platform (DSP), named HayloARC. It is a specially developed platform designed to serve the requirements of healthcare marketers and advertisers. It is designed to overcome the challenges associated with the complex nature of healthcare advertising with the help of high-quality data and programmatic technology.
HayloARC is the first-of-its-kind platform in the healthcare industry. It is fueled completely by first-party data related to healthcare professionals, collected through the group’s portfolio of over 30 established medical publications and platforms. It provides advertisers with the chance to access highly accurate audience data while avoiding the challenges associated with using third-party data sources, which is the case with other demand-side platforms.
HayloARC provides marketers with the chance to improve the efficiency of the media-buying process with the help of high-quality data.
“We recognized a critical need in the market for a DSP that better understands the complexities and nuances of healthcare advertising,” says Mike Graziani, CEO of Haymarket Media. “HayloARC combines our deep expertise in medical media with cutting-edge programmatic technology. Our first-party data advantage means healthcare marketers can achieve greater accuracy and campaign effectiveness than ever before.”
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Designed for Programmatic Efficiency and Flexibility
HayloARC is designed with programmatic buyers in mind. It is designed to be easy to use and simple to execute. It also comes with AI-driven automation technology to reduce the workload, increase efficiency, and eliminate the chances of human errors.
HayloARC is also designed to work with agencies that want to integrate the platform into their workflow. It comes with strong API support. It means the user interface can be bypassed, and the campaign can be executed directly using the agency’s internal technology. It can be used to execute campaigns both manually and automatically.
Haymarket Media is also working with PurpleLab to help measure the campaign. It means the advertiser is no longer limited to measuring the campaign using performance metrics such as click-through rates. They can measure the campaign using actual metrics such as the number of prescriptions and the patient journey.
Introducing Sustainability into Programmatic Advertising
A unique aspect of HayloARC is its emphasis on sustainability in digital advertising. This is achieved through an integration with Cedara, which provides an energy management system to optimize computational efficiency.
As AI and programmatic technologies drive up the energy consumption of digital campaigns, HayloARC solves this problem through an efficient allocation of ad spend to more sustainable campaigns. This evaluation of energy consumption enables advertisers to reduce wastage.
This balance of efficiency and sustainability enables healthcare marketers to align their campaign metrics with broader environmental and CSR agendas.
Setting a New Benchmark for Healthcare DSPs
HayloARC represents a significant step forward in the evolution of programmatic advertising within the healthcare sector. By combining first-party data, AI-powered automation, advanced measurement capabilities, and sustainability-focused innovation, the platform delivers a comprehensive solution tailored to the needs of modern healthcare marketers.
“HayloARC allows healthcare marketers to execute more effective, efficient and responsible digital campaigns,” adds Louis Naimoli, VP, Programmatic Business Development & Strategy. “HayloARC sets a new standard for programmatic advertising in healthcare, delivering superior results and increasing the focus on sustainability, while providing customers with a boutique experience that fits their needs.”
Driving Precision, Performance, and Accountability
As healthcare marketing continues to demand greater accuracy, compliance, and measurable outcomes, platforms like HayloARC are redefining how advertisers engage with professional audiences.
By prioritizing trusted first-party data and enabling end-to-end campaign optimization, Haymarket Media is positioning HayloARC as a foundational solution for healthcare organizations looking to improve targeting precision, drive better patient outcomes, and achieve higher returns on their digital media investments.