CASE STUDY | BRANDS AND AGENCIES
Same Audience, Same Budget: How OpenXSelect™ increased HCP Reach by 32%
Openx product
SSP Deal ID
Partner
Wrango
KPI
Unique HCP Reach + Cost Per Unique HCP
Problem Statement (Challenge)
HCP (Healthcare Professional) programmatic operates in a small, finite universe. Unlike consumer-facing brands, pharma brands are targeting a defined list of real physicians, often within a single specialty.
In this segment, audience onboarding has been treated as the primary determinant of campaign reach. To test this assumption, Wrango and OpenX partnered on a controlled study designed to measure how activation methods affect HCP reach.
In OpenX’s Solution
OpenX’s multi-signal waterfall checked each bid request against verified pseudonymous physician identifiers in real time, instead of using a single identifier.
As a result, OpenX’s SSP ID reached 32% more unique physicians than the default DSP-direct method, on identical budgets and publisher inventory. The gap wasn’t about supply access, but about how identity signals were resolved against the bid request. With these findings, OpenX is pioneering the next phase of HCP programmatic in partnership with Wrango.
The Results
Using OpenXSelect, we saw a 32% increase in HCP reach on identical budgets, along with a 22% reduction in cost per unique HCP.
Success In Numbers
HCP reach increase on identical budgets
lower cost per unique HCP
“For years, the assumption in HCP programmatic has been that audience onboarding alone determines campaign reach. Our test shows that’s not where reach is decided. That path concentrates impressions on the physicians it can already match, then bids against itself across multiple supply sources. Multi-signal identity resolution at the SSP layer is what actually expands the reachable audience.”
