Nexxen, a global, flexible advertising platform with deep expertise in data and advanced TV, today (11th December, 2025) announced the introduction of measurement and optimisation into Nexxen Health, its technology suite enabling health advertisers to run data-driven advertising campaigns that efficiently reach audiences and maximise impact across traditional and streaming formats, while maintaining privacy compliance. 

The launch sees the first-to-market availability of Auto Allocate in Nexxen DSP, which uses real time signals to identify high-quality audiences and shift ad spend toward interested users as campaigns run. 

Powered by PurpleLab, a healthcare analytics company that holds one of the largest medical and pharmaceutical claims databases in the United States, Auto Allocate solves a core challenge and drives performance for health and pharmaceutical marketers who previously relied on fragmented data and delayed insights to adjust campaigns. Nexxen DSP applies offline action data, so budgets can optimise dynamically toward strategic audience quality and verified patient metrics. 

"As someone managing pharma campaigns every day, having automated outcome-driven optimisation makes a huge difference. When the DSP can react to real-world health signals while we’re live, it helps us shift spend toward what’s actually working. It saves us time, improves efficiency and makes our optimisations more meaningful," said Edward Goldschmid, supervisor, programmatic, SSCG Media Group. 

"PurpleLab and Nexxen are on the same page when it comes to helping advertisers act on real, clinically grounded signals — not guesses or proxies," said Scott Ronay, general manager, advertising, PurpleLab. "By adding our real-world health intelligence straight into the Nexxen DSP, buyers can optimise in real time and clearly see which audiences and activations are truly moving the needle. This integration is a great step forward for health and pharma advertisers who want data integrity, accountability, and scale all in one place." 

To support mid- and post-campaign validation, Nexxen is adding PurpleLab measurement and reporting in Nexxen DSP. Advertisers will receive outcome reporting that covers audience quality, script lift, and other metrics. With these additions, Nexxen DSP now supports the full pharmaceutical campaign lifecycle, bringing together targeting, activation, optimisation, and measurement in one platform, to drive best-in-class performance for agencies and brands. 

"Health and pharmaceutical advertisers need technology that helps them reach interested audiences in a compliant and precise way while understanding what their campaigns deliver," said Kara Puccinelli, chief customer officer, Nexxen. "Bringing targeting, activation, optimisation, and measurement together inside the Nexxen DSP gives buyers a unified workflow that connects spend to verified outcomes and helps them make faster, more informed decisions." 

Nexxen

Nexxen empowers advertisers, agencies, publishers, and broadcasters around the world to utilise video and Connected TV in the ways that are most meaningful to them. Comprised of a demand-side platform (DSP), supply-side platform (SSP), ad server, and...

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