The pharma industry has a lot of regulations regarding advertising — for instance, they were barred from using cookie-based tracking a few years ago. The FDA has cracked down on messaging, but the industry has found that contextual page-level targeting based on specific criteria is a solution to some of the red tape.

“AccentHealth has strengthened its ability to reach patients, when and where they are most engaged and receptive to health messages,” stated Dan Stone, CEO, AccentHealth.

PageScience and the pharma industry in general can skirt around regulations by widening the scope of their campaigns to fit into the health and wellness category more generally.

PageScience’s product, PageMatch, analyzes and gives a score for a high volume of Web pages every week, helping healthcare marketers find publishers and platforms that are good matches for ads. PageScience also has video targeting tech that can serve pre-roll video ads.

“AccentHealth and PageScience’s capabilities both center on reaching people when they are most focused on their health,” stated Bill Jennings, CEO, PageScience. “Joining forces made a lot of sense.”

Jennings will become president of the PageScience division of AccentHealth, and together with some of the PageScience team, will join AccentHealth’s New York City office.