OptimizeRx Brings Net New Authenticated HCP Reach to The Trade Desk Through OpenPath

OptimizeRx is integrating its authenticated EHR point-of-care inventory with OpenPath, The Trade Desk's supply path optimization solution, making it directly buyable by advertisers on The Trade Desk's demand side platform. Through OpenPath, advertisers gain direct access to OptimizeRx's proprietary network of more than 400 EHR and e-prescribe systems reaching 800,000 verified HCPs, bringing point-of-care placements into mainstream programmatic buying. CEO Stephen Silvestro said point of care has matured beyond a specialty media buy and that the integration keeps the inventory distinct through verified providers, real clinical workflows, and proximity to the treatment decision.

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