Advertisers gain direct programmatic access to 800,000 verified healthcare professionals across 400 EHR systems.
The Trade Desk announced an integration with healthcare technology provider OptimizeRx Corp. through OpenPath, its supply path optimization solution. The partnership gives advertisers using The Trade Desk direct programmatic access to point-of-care clinical inventory across more than 400 electronic health record and electronic prescribing systems.
The integration opens access to 800,000 authenticated healthcare professionals directly within their clinical workflows. Historically, electronic health record advertising was largely restricted to direct managed-service agreements or niche healthcare platforms, making it difficult to include in broader omnichannel media plans.
By connecting OptimizeRx's point of care network to OpenPath, advertisers can access authenticated HCP inventory directly through The Trade Desk and incorporate it alongside their broader media investments. This gives advertisers more flexibility in how they reach healthcare professionals while bringing another differentiated source of supply to the open internet.
OptimizeRx expects its point-of-care inventory to become available to advertisers on The Trade Desk through OpenPath during the fourth quarter of 2026.
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