IQVIA vs Meta’s First-Party Audience Capabilities

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When Meta retired healthcare audience targeting, CMI Media Group used IQVIA’s modeled consumer segments based on medical claims and de-identified attributes. IQVIA audiences proved more targeted, boosting ThruPlay video engagement rates by 36% while lowering CPM by 7.35%. Campaigns maintained reach quality with consistent performance across extended runs. IQVIA’s privacy-compliant, flexible modeling safeguarded HCP and DTC audience activation, ensuring clients achieved scale, engagement, and cost efficiency despite evolving platform restrictions.

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IQVIA vs Meta’s First-Party Audience Capabilities

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