Health & Wellness
Sensitive-category buying done properly.
Health data rules rule out most behavioural targeting, and claims that pass internally often fail advertising standards.
What makes this sector hard
Health advertising carries data rules most DSP setups ignore. We configure for them from day one.
Compliance
Regulatory context we build for
The setup happens before the media plan. This is the part most DSP configurations get wrong.
Special-category data
No health-inferred audience building. Nothing in the setup infers a condition from behaviour.
Claim substantiation
Every creative claim mapped to evidence before trafficking, and checked against advertising standards.
Contextual-only markets
Markets that prohibit behavioural health targeting run on contextual and geo signals alone.
Data minimisation
Conversion tracking configured to record the event, not the condition.
Audience and targeting approach
Contextual first
Page-level content targeting replaces behavioural segments.
Geo and life stage
Non-sensitive proxies used in place of health inference.
Frequency care
Tight caps to avoid intrusive repetition in a sensitive category.
Typical KPIs and benchmarks
Placeholder ranges for orientation only we set targets against your own data before launch.
| Specification | Detail |
|---|---|
| Cost per enquiry | service dependent |
| Contextual viewability | 70%+ |
| Claim rejections at review | target zero |
| Frequency | capped at 3 per user per week |