Is Measurement the Missing Link for Pharma Brands Embracing CTV?

MIAMI — For years, pharmaceutical advertisers watched from the sidelines as other industries rushed into connected television. The hesitation was understandable: older patient populations still glued to linear TV, murky measurement capabilities, and the ever-present specter of healthcare privacy regulations made CTV feel like a gamble rather than an opportunity. But that calculus may be [...]

Last updated May 11, 2026 by ATDb automated enrichment