The partnership will allow marketers using Simulmedia’s TV+ Advertising Platform to target patient audiences across streaming television platforms using panel data from M3 MI.

M3 MI’s data is based on survey responses from the MARS Consumer Health Study, which has run since 2001, and will provide first-party, consent-based survey data for TV+ Advertising Platform for targeting across streaming TV.

Dave Emery, managing director at M3 MI, said: “Our partnership with Simulmedia allows us to address this critical need by combining our consent-based, first-party data with Simulmedia’s advanced TV+ Advertising Platform.

“Together, we can deliver highly precise, privacy-safe campaigns across streaming TV, ensuring that pharma marketers effectively reach their strategic audiences while maintaining the highest standards of compliance.”

Pravin Chandiramani, senior vice-president business development at Simulmedia, added: “Pharma marketers face growing challenges in reaching their target audiences with precision while ensuring compliance with increasingly stringent privacy regulations.

“By partnering with M3 MI, we’ve integrated their first-party, consent-based data into our TV+ Advertising Platform, enabling pharma brands to target patient and caregiver audiences across streaming TV with unparalleled accuracy and security.”