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Healthcare AdvertisingPharmaceutical MarketingCookieless TargetingAudience TargetingCase Study

Leading Pharmaceutical Brand Uses Nativo Predictive Audiences to Drive a 104% Greater CTR

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Leading Pharmaceutical Brand Uses Nativo Predictive Audiences to Drive a 104% Greater CTR

Frequently Asked Questions

What is SPARC (powered by Nativo Predictive Audiences)?

SPARC is Nativo’s proprietary, privacy-safe cookieless technology that uses engagement data and machine learning to build predictive audiences for targeting users in non-cookie environments.

How much did CTR improve using Nativo Predictive Audiences?

Custom-built predictive audiences driven from a brand’s seed data produced a 0.98% CTR—an increase of 104% compared to leading third‑party data providers. Off-the-shelf healthcare engager audiences achieved a 0.72% CTR, a 50% lift vs. third-party providers.

How did using Nativo Predictive Audiences affect cost-per-click (CPC)?

Off-the-shelf audiences achieved a CPC of $1.39 (62% lower than leading third-party providers), while custom-built audiences achieved $1.01 CPC (73% lower).

Are these solutions compliant with privacy and cookieless environments?

Yes. SPARC is designed to be privacy-safe and to operate in cookieless environments (e.g., Safari, iOS), leveraging engagement signals and machine learning rather than cookie-based third-party segments.

How can I see this solution in action for my brand?

Nativo offers on-demand demos. The article invites readers to fill out the demo form on the page or visit the Nativo demo page to learn how SPARC and Predictive Audiences can work for their brand.

AI-Generated Summary70-80% of original length
Original Article

Leading Pharmaceutical Brand Uses Nativo Predictive Audiences to Drive a 104% Greater CTR

Nativo worked with a leading healthcare brand to increase their reach among target patients

Nativo SPARC predictive audiences

Issue

  • A leading pharmaceutical brand sought to provide education to heart failure patients and their caregivers about their condition and how the brand could help.

Intelligence

  • Pharmaceutical campaigns typically rely on expensive third-party cookie-based segments that produce limited scale.
  • To scale and make real-time adjustments in cookieless environments, Nativo used its cookieless technology, SPARC, powered by Nativo Predictive Audiences.

Idea

  • Scale the pharmaceutical brand’s content into non-cookied environments in a privacy-compliant way using SPARC powered by Nativo Predictive Audiences, which leverages proprietary engagement data and machine learning to find healthcare engagers.
  • The strategy aimed to improve performance, scale, and cost efficiencies while preparing the brand for a cookieless landscape.

Impact

SPARC, powered by Nativo Predictive Audiences, is a proprietary privacy-safe cookieless technology. Brands can use off-the-shelf predictive audiences or build a custom predictive audience using seed data derived solely from their campaign data.

Off-the-shelf predictive audiences - healthcare engagers

Click-through rate: 0.72%
Increased CTR by 50% vs. leading 3rd-party data providers
Cost-per-click: $1.39
Decreased CPC by 62% vs. leading 3rd-party data providers

Custom-built predictive audiences (seeded from the brand’s historical data)

Click-through rate: 0.98%
Increased CTR by 104% vs. leading 3rd-party data providers
Cost-per-click: $1.01
Decreased CPC by 73% vs. leading 3rd-party data providers

Insights

  • SPARC off-the-shelf audiences and seed audiences derived from activity across Nativo’s network outperformed other targeting methods, with custom audiences being the most successful at reaching target patients.
  • Custom audiences, built from users who engaged with a brand’s content, enable SPARC to find similar users and target them with content that capitalizes on intent—driving higher-value actions.
  • SPARC is effective for reaching intended audiences in cookieless environments (e.g., Safari, iOS).

Fill out the on-page demo form to see how your brand can leverage SPARC, powered by Nativo Predictive Audiences, as you plan for a cookieless future.

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