Wrango Finds 32% More HCPs with Supply-Side Targeting via OpenXSelectTM
by on 19th Aug 2026 in News
Wrango, the healthcare marketing platform purpose-built for verified healthcare provider (HCP) activation and clinical measurement, and OpenX, The Intelligent SSP™, today (19th August, 2026) released results from a controlled test across specialty pharma campaigns that shows supply-side targeting — not audience definition alone — can influence how much of a physician audience is actually reachable.
The study, run across multiple specialty pharma brand campaigns, compared multiple paths to reach the same deterministic HCP audience: direct upload versus OpenXSelect's supply-side targeting, which applies a multi-signal identity resolution waterfall at the point of the bid request. Creative, budget, flight dates, and bid strategy were held constant across both paths, with OpenXSelect delivering a 32% increase in physician reach on identical budgets.
The study also found that 100% of impressions delivered through the DSP-direct path landed on publishers also accessible through the SSP Deal ID path, indicating that both activation methods accessed effectively the same publisher ecosystem. The findings suggest the reach difference was driven by differences in identity resolution and activation methodology rather than differences in inventory access, underscoring that OpenXSelect's identity resolution, not incremental supply, is what closes the reach gap.
On open targeting, OpenXSelect delivered 22% lower cost per unique HCP than DSP-direct. DSP-direct also concentrated impressions on fewer physicians, particularly in narrow specialty audiences, meaning higher frequency on that path was a function of concentration rather than reach.
"For years, the assumption in HCP programmatic has been that audience onboarding alone determines campaign reach," said Josh Alvernia, CEO and co-founder of Wrango. "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."
"OpenXSelect is built to do identity resolution work at scale, across signals, so brands in regulated categories like pharma can activate the audiences they've already built without that signal degrading along the way," said Joseph Worsick, SVP, global partnerships at OpenX. "That's the role we see for a supply-side platform — applying intelligence closer to media to drive performance."
The findings carry direct implications for pharma brand teams evaluating HCP media plans. Two campaigns with identical audiences and budgets can produce materially different reach outcomes depending on where the targeting is applied. The companies recommend that brand teams audit whether their HCP audiences are activated via single identifier or multi-signal identity resolution, and that Active Reach be calculated on the last 30 days of activity rather than 90 or 180.
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