Innovating With Intent

A PHARMA FOCUSED CTV FORUM

Connected TV represents an exciting new frontier for our industry and we hosted an exclusive event, the first of its kind focused entirely on pharma CTV advertising.

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CTV IS THE

FUTURE OF PHARMA

CTV offers pharma marketers everything from precise programmatic targeting to more accurate and actionable campaign measurement. It’s no wonder DeepIntent experienced a 25-fold increase in CTV investment last year.

This invite-only event featured a dynamic and immersive mix of insightful keynotes, panels, and fireside chats. We zeroed in on the topics that are most top of mind for our clients and ended the day with a rooftop happy hour for Cinco de Mayo.

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A First-of-Its-Kind Event

Innovating with Intent brought together experts from the worlds of pharma, CTV, and ad tech to share insights healthcare marketers can use to guide their CTV strategies. Read our event recap for highlights from the half-day forum.

Partners

DoubleVerify
freewheel
IAB Tech Lab
integral ad science
ID5
IQVIA
Liveramp
Magnite
Matterkind
mediavillage
Oracle
prohaska consulting
Publicis Health Media
Transunion
VAB

WATCH THE EVENT

The State of Pharma CTV

Healthcare advertisers are increasingly shifting their TV budgets to incorporate CTV, thanks to its unprecedented efficiency and ROI. Chris Paquette, DeepIntent’s founder and CEO, started the day by sharing his insights about the state of the industry — and why he predicts pharma will outpace industry-wide trends.

Founder & CEO

Prescriptions Over Impressions: How CTV Is Changing the Way TV Media Is Transacted

CTV offers pharma marketers many advantages over linear TV, chief among them the ability to optimize their campaigns in-flight toward audience quality and script performance rather than views and impressions. Looking to maximize its addressable media investment, one pharma giant and its agency of record collaborated with DeepIntent on a multichannel campaign in which CTV proved twice as effective as online video and display advertising for driving new-to-brand prescription fills, though the best results came from all three channels working together.

SVP, Client Strategy

VP, Addressable Strategy

Senior Partner, Global Digital Health (moderator)

Patient Views During the CTV Renaissance

CTV is changing how advertising is targeted, sold, and delivered, but how do patients feel about the new technology? Unlike smartphones and tablets, CTV ads are delivered on devices people have known forever. We conducted research exploring whether patients understand that they’re in the middle of a media renaissance and how they feel about it as it pertains to pharma ads.

VP of Sales, East

SVP, Analytics

How Superior Data on CTV Improves Transparency and Brand Safety

The advanced targeting capabilities of programmatic CTV enable advertisers to reach relevant audiences far more precisely than linear TV. With the volume of data this requires comes more brand safety concerns, though the industry is innovating with both transparency and inventory quality in mind.

SVP, Agency Development & Brand Partnerships

Group Vice President, General Manager – Global Measurement

SVP of Advanced Solutions
Global Chief Revenue Officer
CEO & Founder (moderator)

No Cookies, No Problem: Bridging Identity and CTV

As the cookie starts to crumble and viewership continues to fragment, CTV presents valuable opportunities related to identity resolution. DeepIntent’s key identity partners help link patient and HCP audiences, enabling marketers to reach households and devices for targeting at scale in a HIPAA-compliant way.

Co-founder & SVP, Customer Operations & Product

VP, Strategy & Market Development

Director, Global Addressability Strategy
Director
Senior Director, Privacy, Identity & Data Protection (moderator)

Looking Beyond Linear: How ACR Data Helps Pharma Marketers Improve Reach & Frequency

Automatic content recognition (ACR) recognizes and identifies video and audio content on a TV, giving advertisers rich insights about people’s viewing habits. With this data, they can also plan and forecast their CTV and linear audiences’ reach and frequency for the optimal media mix.

SVP, Business Intelligence

SVP, Analytics

Adapting to Fragmentation: Linear + Connected TV

There’s no need to change the channel; streaming and linear TV can be a dynamic duo when used to complement one another. Research from FreeWheel and the VAB demonstrates the power of incremental reach and how it can improve a brand’s audience-based buying strategies.

 

Senior Director, Demand Partnerships

SVP, Director of Strategic Insights

Editor & Lead Analyst (moderator)

More Insights

What is CTV
Blog Post
DeepIntent Deep Dive: What Is CTV?
With ad spending projected to balloon to more than $19 billion this year, marketers know connected (CTV) is one of the moment’s hottest channels. However,...
Read More
Innovating with intent a pharma-focused CTV forum
Blog Post
Innovating with Intent: Our Top 3 CTV Advertising Takeaways
In a first for DeepIntent, we hosted “Innovating with Intent: A Pharma-Focused CTV Forum,” an event focused exclusively on CTV advertising insights for pharma. Over...
Read More
Switching from linear TV to CTV
Blog Post
Three Considerations for Healthcare Marketers Switching from Linear TV to CTV
For decades, traditional or linear TV has dominated the budgets of healthcare marketers. To meet industry recommendations developed decades ago, which call for audience sizes...
Read More

SCHEDULE A LIVE DEMO

Interested in learning more about advertising on CTV with DeepIntent? Complete the form to schedule a live demo of our platform.

Speakers

Carrie Craigmyle

Carrie CraigmylE

SVP, Strategy

With more than 25 years experience in media, marketing and CRM, Carrie Craigmyle is DeepIntent’s SVP of Strategy. Carrie has spent the majority of her career at media and creative agencies including PHD, an Omnicom Media Group company, where she led healthcare and pharma brands as Managing Director. There, her achievements included the introduction of advanced analytics offerings to GSK’s pharma and OTC clients to accelerate media and creative performance across multi-channel marketing. Carrie’s agency background is invaluable in her role on the Strategy team at DeepIntent, whose clients include top pharmaceutical companies and leading healthcare advertising agencies. DeepIntent is also a perfect fit for Carrie, as her true passion is healthcare and how its evolving intersection with technology and media solutions positively impacts patients and providers. Outside of work, Carrie is a mother to 10-year-old Cruz, an avid beachgoer, and perpetually working on home improvement projects.
Greg Joseph
Greg Joseph
Senior Director, Demand Partnerships
freewheel
Greg Joseph is the Sr. Director of DSP Partnerships (Head of DSP Partnerships) and is responsible for overseeing sales and partnerships for all demand side platform connections into Freewheel. He has been at Freewheel for 4.5 years and has focused on driving CTV & video activation across platform partners. Prior to joining Freewheel, Greg spent 4 years at Rubicon (now Magnite) leading demand side platform sales.
AJ Kintner
AJ Kintner

VP of Sales, East

AJ Kintner has an extensive background in startups that range from AvenueA, Right Media, Invite Media, Adaptly, DoubleVerify, AppNexus and Merkle. AJ draws from his adtech background to help him bring change and progression in leveraging data to drive efficiencies and success. He is currently the VP of Sales, East for LG Ads Solutions.
Lisa Kopp Johnson
Lisa Kopp Johnson

SVP, Global Agency Development & Brand Partnerships

integral ad science

Lisa Kopp Johnson is a sales executive with more than a decade of experience in leadership roles for some of the fastest-growing companies in media and advertising. Currently, she serves as SVP of Global Agency Development & Brand Partnerships at Integral Ad Science (IAS). In this role, Johnson oversees IAS’s brand partnerships and spearheads the company’s global agency relations initiatives.

Prior to joining IAS, she served as General Manager of Business Development for The Trade Desk, where she helped drive strong, consistent revenue growth for the market’s most prominent brands. Johnson also previously served as Vice President of Sales at Amobee, where she ran the sales teams for the Midwest and West Coast regions.

Chris Langel
Chris Langel
Group Vice President, General Manager, Global Measurement
Oracle
Chris has over 15 years of experience as an executive in the AdTech and Measurement industry. Chris has a passion for helping the advertising echo-system flourish by continually evolving. He has a passion for developing talent and building high performing teams. Most recently, as a GVP of Global Measurement Sales at Oracle, he has been focused on bringing more transparency to digital advertising, including bridging linear TV and digital. Prior to his time at Oracle, he served in a sales leadership role at Experian.
John Mangano

SVP, Analytics

For the last 15 years, John Mangano has been driving innovation in how the healthcare industry understands the impact of media and marketing technologies on patients and their health outcomes. Mr. Mangano leads the Marketing Sciences and Analytics team at DeepIntent where he calls on his vast experience to help DeepIntent become the industry-leading DSP in planning, activating, measuring, and optimizing healthcare campaigns.

He is no stranger to health analytics and marketing technologies. For eight years, he built the health practice at Comscore where he built HCP measurement panels, developed a revolutionary dominants claims-based measurement product which is the standard used across the industry. In the process, he became the voice of how patients interact with health content.

Matt McLeggon

Matt McLeggon

SVP of Advanced Solutions
Magnite
Matt is Senior Vice President, Advanced Solutions at Magnite. Matt’s team focuses on emerging technologies and strategic initiatives in the CTV/OTT space, including solutions that power the convergence of linear & digital and the proliferation of technologies that expand the scope and capabilities of programmatic advertising. Relative to the broader world of online advertising, OTT media owners face a unique set of challenges- from live event monetization to merging linear/digital sales operations.
Scott Menzer
Scott Menzer
Co-founder & SVP, Customer Operations & Product
ID5

Scott joined ID5 in April 2018 and is the Co-founder and SVP, Customer Operations and Product. He works closely with customers to understand their challenges with identity, then designs product and services solutions that will benefit platforms, publishers, and consumers. Prior to ID5, Scott spent almost 8 years at AppNexus where he led Services and Product Teams. While at AppNexus, he led the team that built Prebid.js, managed the technical and product deliverables for AppNexus’ most strategic client, and ran several product capabilities.

Jeff Minsky
Jeff Minsky

Editor & Lead Analyst

mediavillage

Jeff Minsky is an award-winning digital media founder and futurist. He co-founded two of the largest digital media buying organizations in the industry, OgilvyOne Digital (now GroupM) and OMD Digital. As part of his 15-year career with Omnicom Media Group, Minsky incubated and launched OMG’s mobile, gaming, and Advanced TV practices communicating and selling through complex digital media strategies to marketers across several verticals including travel, entertainment, retail, financial services, QSR, and pharma.

Minsky currently serves as Lead Analyst for The Myers Report, the research, learning and thought leadership arm of MediaVillage. He also hosts a podcast “Media Metaverse with Minsky” whose subject matter is the future of advertising in a digital-first world.

Steve Mougis
Steve Mougis
Global Chief Revenue Officer
DoubleVerify
As CRO, Steve leads Sales and Account Management globally. He is responsible for driving sustainable revenue growth across all regions while providing the best experience possible for DV clients. Steve joined DV in 2012, with an initial focus on building strategic partnerships with brands and agencies before spearheading the company’s programmatic initiative. Steve brings over ten years of digital advertising and programmatic experience to his role. Before DV, he launched and scaled a niche trading desk and held senior sales positions at Ringleader Digital. Steve earned his B.S. in Entrepreneurship from Duquesne University.
Chris Paquette
Chris Paquette

Founder & CEO

Chris Paquette’s entire career has revolved around the confluence of healthcare, advertising and technology. He is the founder and Chief Executive Officer of DeepIntent, a healthcare advertising technology company that he co-founded on the principle that ad tech can measurably improve the lives of patients. Since 2016, Paquette has led DeepIntent from a scrappy two-person start-up into an industry-leading DSP that employs more than 150 people and has tripled in revenue four years in a row. Prior to DeepIntent, Paquette earned a degree in Bioengineering from Binghamton University and worked as a data scientist at Memorial Sloan Kettering Cancer Center. Paquette won PM360’s 2020 Trailblazer Vanguard Award and more recently, he was named one of MM&M’s ’40 Under 40′ and one of PM360’s ELITE. Outside of the office, he is an avid runner and traveler, and enjoys the outdoors. He currently resides in New York City with his wife, Kelly, and his dog, Hanalei.
Ritesh Patel
Ritesh Patel

Senior Partner, Global Digital Health

Ritesh joined FINN Partners in August 2021, after 7 years with Ogilvy Health and Ogilvy Consulting. He is a Senior Partner in the Global Digital Health Practice and an outspoken digital evangelist who has lent his expert point of view in a vast array of forums over his long career.

Ritesh provides his expertise and knowledge to senior leaders in the Pharmaceutical, Biotech, Health Systems and Payer markets. He also works with innovative digital health companies to help guide them in their go to market and partner strategies. He is passionate about educating his peers and his clients about what the future of digital health offers to their customers and stakeholders.

Jason Patterson
Jason Patterson

SVP, Business Intelligence

Publicis Health Media

Jason’s vast experience of understanding audiences, media, and effectiveness drives growth for the world’s largest advertisers. With a background in agency analytics, healthcare media, and both patient and HCP behavior measurement, he has been instrumental in developing analytical solutions, data feeds, and applying market-leading methodologies to understand HCP and patient promotional response to marketing investments.

In his current role, Jason leads a team of health data scientists and strategists in the application of data, analytics, and AI to generate data-driven insights and on-demand decisions that drive performance and capture growth from patient, physician and payer initiatives.

Matt Prohaska
Matt Prohaska
CEO & Principal
prohaska consulting

Matt Prohaska, CEO and Principal, Prohaska Consulting, is a 28-year media veteran and consulting executive to leading digital media and advertising technology firms and executives.

As head of Prohaska Consulting, Matt, works with CEOs, CROs, COOs, CFOs, and CTOs to drive revenue and/or reduce costs on a strategic and/or tactical level by improving sales, marketing, operations, product, and/or tech.

In more than six years, more than 400 clients have chosen Prohaska Consulting for a variety of services, including strategic guidance, project leadership, training, and/or operating street teams. The team has trained more buyers and sellers of programmatic advertising globally than any other independent organization.

Jason Raqueno

Jason Raqueno

Senior Director, Privacy, Identity & Data Protection
IAB Tech Lab
Jason Jed Raqueno is a Senior Director, Privacy & Data Protection, at IAB Tech Lab. He oversees emerging privacy technologies, such as the Global Privacy and Accountability Platforms. Jason leads privacy working groups, where he works side-by-side with ad tech partners and members to develop innovative solutions to solve the most pressing privacy challenges facing the ad industry today and in the future. He has 10+ years of experience in data privacy, specializing in agile and innovative digital tech. Prior to joining IAB Tech Lab, Jason led Digital and Ad Media Privacy for one of Canada’s top retailers.
Adam Thomas
Adam Thomas

VP, Addressable Strategy

Matterkind

Adam oversees the Addressable Strategy and Activation within the New York market. His historical knowledge spans across a wide variety of verticals including Retail, Financial Services, Cosmetics, B2B, and Consumer Packaged Goods, having worked on major clients including Microsoft, Pernod Ricard, and Estee Lauder.

After spending 9+ years working in various roles including integrated planning, Display, Search, and Social, Adam joined Matterkind in March of 2019 in order to further expand his addressable expertise and focus on improving internal agency relationships.

Frans Vermeulen
Frans Vermeulen

VP, Strategy & Market Development

Transunion

Frans has over 20 years of experience building and growing media, technology, and data companies with a consistent track record of successful $100M+ exits and a proven ability to positively impact larger organizations. His functional areas of expertise include sales/GTM strategy, SaaS/DaaS business models, product management, product strategy, corporate development, and global expansion. Frans currently serves as Vice President of Market Development for TransUnion’s Media & Entertainment vertical where he focuses on sales and market strategy, translating customer needs into scalable products, and strategic partnerships.

Jason Wiese
Jason Wiese
SVP, Director of Strategic Insights
VAB

Jason Wiese heads VAB’s Strategic Insights team producing actionable, unique intelligence about today’s complex video environment to help marketers make fully informed media decisions.

Jason has been instrumental in developing and overseeing VAB’s most sought-after marketer’s guides and reports on topics spanning the video landscape. He is the key architect behind VAB’s distinctive and recognized analyses within the areas of comparable metrics, attribution and social TV, among others.

Inherently curious and analytical, his multifaceted career has spanned both the advertising agency and TV network sides of the business, working directly with marketers to develop innovative, integrated communication plans and ad sales strategies for numerous high-profile brands.

Sam White
Sam White
Director, Global Addressability Strategy
Liveramp

Sam leads LiveRamp’s international addressability strategy, including partnerships and product strategy across Europe, LatAm, and the US. In addition to advocating for an open and interoperable Internet, Sam has struck product partnerships across LiveRamp’s Authenticated Traffic Solution and embedded identity offerings that help partners mitigate their reliance on legacy device identifiers. He has consulted with major financial institutions, telcos, platforms, and publishers as they navigate the regulatory landscape surrounding cookie deprecation and other industry changes, to help make their data meaningful in a secure, privacy-centric way. Before joining LiveRamp, Sam conducted econometric research on the IoT and telecommunications industries.

Bob Whiting
Bob Whiting

Director

IQVIA
Bob Whiting started his career in Digital Advertising in 1998 back when a TV had 6 channels and rabbit ears. Over the past 24 years he has held sales and leadership positions across a range of companies all connected to the digital ad ecosystem. Most recently Bob helped grow MedData Group into a leader in Healthcare data for Programmatic Advertising. MedData Group was sold to IQVIA in 2019 and Bob currently sits on IQVIA’s Digital Media Solutions leadership team. When Bob is not working you can find him on Cape Cod with his wife, 2 kids, and dog Ziggy.

© 2022 DeepIntent

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