It’s a FAST world and we’re all (slowly) living in it.
Healthcare-focused DSP DeepIntent has launched HealthFirst FAST, a free ad-supported streaming TV (FAST) curated offering for healthcare advertisers. The solution gives brands access to verified patient and provider (doctors, etc.) audiences across key FAST publishers and platforms, like LG Ads and Pluto.
Taking a step back: DeepIntent is a DSP built for healthcare marketing. It combines media, identity, and real-world clinical data to power campaigns for pharma brands and agencies.
The HealthFirst FAST package isn’t a channel—it’s a curated inventory-and-data solution that connects advertisers with healthcare audiences at scale in streaming. It offers direct access to FAST inventory from top publishers, along with verified patient and provider audience data for better targeting.
Why This Matters:
DeepIntent’s strength lies in marrying healthcare identity data with programmatic buying. By focusing exclusively on healthcare, it says it can deliver outcomes like script lift and prescription conversions while meeting the industry’s (onerous) compliance requirements.
FAST, as we wrote about this week with Yahoo, is one of the… fastest (!) -growing streaming categories. Its ad-supported model offers both reach and affordability beyond SVOD, making it attractive to advertisers and consumers alike.
DeepIntent’s FAST offering is meant to help pharma budgets shift more confidently into streaming. For the broader adtech market, it highlights how vertical-focused DSPs can carve out advantages in a crowded programmatic landscape.
Experts React:
Kristy Quagliariello, VP of Programmatic Media at Klick Health, talked up the launch in the announcement press release:
“As pharma marketers shift budgets beyond traditional channels, we’ve seen exceptional reach and performance through Connected TV. DeepIntent’s new turnkey FAST inventory solution is a welcome addition as it’s designed to accelerate the path from idea to activation and unlock more insight-driven opportunities for our clients to reach both HCP and patient audiences across the CTV landscape.”
Our Take:
Healthcare DSPs make sense because the industry has unique needs around compliance, privacy, and measurement that generalist DSPs can’t fully address. For providers in heavily regulated spaces, it makes sense to work with a specialist. (This is also, we think, why Nexxen launched a healthcare offering a few months ago.)
This specialization model could apply to other industries as well. Travel, auto, and financial services all have distinct data and compliance challenges that would benefit from tailored DSPs. DeepIntent’s FAST launch shows how vertical-specific platforms can win.
