Datavant and Blockgraph Establish Partnership to Improve Measurement for Healthcare Advertising

New York, NY - July 10, 2024 — Datavant, the leading healthcare data logistics company, today announced a partnership with Blockgraph, a privacy-centric identity and data collaboration platform, to enhance the measurement and reporting of connected TV marketing campaigns for analytics companies. This collaboration will address the long-standing challenge of data loss and inefficiency in healthcare TV advertising.

For decades, analytics companies have relied on indicative metrics, such as views or impressions, to guide the marketing insights they provide to life sciences organizations, leading to an inability to effectively measure the impact of the campaigns they report on. These challenges are now being amplified as the advertising industry rapidly moves toward a cookieless future. At the same time, the importance of convergent TV campaigns, which don’t rely on browser cookies for addressability, has increased. However, finding a way to measure the impact of these ads on therapy uptake has been particularly difficult, due to a lack of data accessibility.

The partnership is a significant step forward for analytics companies, providing a new way to measure and report on television advertising, while supporting efforts to comply with privacy laws that protect consumer health data. Datavant’s connectivity platform is powered by tokenization technology, which enables tokenized data to be matched within and across datasets, delivering more efficient measurement of healthcare marketing campaigns. Using this technology in combination with Blockgraph’s industry-leading data collaboration platform allows analytics companies to accurately report on script lift and supports reach and frequency optimization. These enhanced capabilities drive better patient outcomes, including building awareness of new therapies and enhancing adherence, without compromising patient privacy.

Aleck Schleider, Chief Revenue Officer at Blockgraph, said, “Together with Datavant, we are creating a new standard for healthcare TV advertising. This collaboration ensures that advertisers can effectively measure the effectiveness of campaigns in a privacy-conscious way, even in a cookieless environment.”

“This partnership represents an important development for healthcare advertising measurement,” said Arnaub Chatterjee, President and GM, Life Sciences, Ecosystem and Public Sector at Datavant. “By leveraging Datavant's data connectivity platform and Blockgraph's universal household identity framework, healthcare, analytics, and life science companies are able to positively impact real patient outcomes.”

Rob Klippel, Senior Vice President of Product, Technology and Operations for Spectrum Reach, the advertising sales business for Charter Communications, said, “This collaboration will enhance our ability to ensure our clients’ healthcare advertising not only reaches its intended audience more efficiently, but does so with the highest standards of privacy, security and precision.” 

About Blockgraph

Blockgraph is a leading privacy-centric identity and data collaboration platform designed to fuel the future of connected TV advertising. The world’s leading media, technology, and information services companies collaborate with trusted partners using Blockgraph’s privacy-focused platform to create and implement identity-based targeting and measurement solutions for multiscreen TV advertising. Blockgraph is owned by Charter Communications Inc., Comcast NBCUniversal, and Paramount. For more information, please visit Blockgraph at www.blockgraph.co.

About Datavant

Datavant makes the world’s health data secure, accessible, and usable. Datavant is a data logistics company for healthcare whose products and solutions enable organizations to move and connect data securely.

Through proprietary technology, the world's most robust healthcare network, and value-added services we protect, connect, and deliver the world's health data. Datavant enables more than 60 million healthcare records to move between thousands of organizations, more than 70,000 hospitals and clinics, 70% of the 100 largest health systems, and an ecosystem of 500+ real-world data partners.

Datavant’s Privacy Hub solutions provide Datavant token users who link the Datavant tokens with other data, including third-party tokens like those from Blockgraph, with HIPAA expert determinations for the combined data sets.

To learn more about Datavant, visit datavant.com.