"On Tuesday, UK-based PE firm Vitruvian Partners made a $637 million strategic investment in DeepIntent , a health care-focused demand-side platform that specializes in helping pharma brands reach patients and providers using programmatic advertising. Although Vitruvian's portfolio includes a bunch of software, consumer tech and data services companies - it's put money into data analytics platform Alteryx, for example, live video shopping platform Bambuser and Just Eat (the UK's answer to DoorDash), to name a few - DeepIntent is Vitruvian's first foray into ad tech."
"Numerous US states, meanwhile, are really starting to tighten their privacy laws, many of which contain provisions that cover sensitive information, including health data. "We've built core competencies and a lot of tech to safely transcribe insights from health data sets that can be used to activate programmatic campaigns," Paquette said. Since 2017, and prior to Vitruvian's majority stake, DeepIntent, which has around 380 employees, was owned by holding company Propel Media."
Vitruvian Partners committed $637 million to acquire a majority stake in DeepIntent, a demand-side platform that enables pharmaceutical brands to target patients and providers through programmatic advertising. The deal represents Vitruvian's first investment in ad tech and complements its existing healthcare and life-sciences holdings across clinical research, homecare and dental monitoring. DeepIntent employs about 380 people and was previously owned by holding company Propel Media since 2017. Tightening US state privacy laws covering sensitive health information increases the value of technology that can safely transcribe insights from health data to power compliant programmatic campaigns. An FTC action previously blocked Propel's planned merger with IQVIA.
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