Identity

Identity resolution and NPI-level attribution are the parts of what AudienceRx delivers that are expensive to build and easy to underestimate. The bidding logic is a solved problem industry-wide; resolving raw inputs to an individual provider, and attributing delivery back to that same provider, is not. This page covers what each layer produces.

HCP identity resolution

Identity resolution here integrates with major identity resolution, supply, and exchange platforms upstream, and resolves audience inputs down to the individual provider. It’s addressable at the NPI (National Provider Identifier) level, not the segment or household level most adtech identity is built for.

Once resolved, an audience is usable, not just matched: delivered and onboarded as a bring-your-own-data (BYOD) file or through a direct CDP connection, then activated against clinical signal and structured NPI-level data (specialty, practice location, treatment stage), the same categories the Rules Engine targets against on the platform page.

This is the layer that’s genuinely hard to replicate. A publisher or data owner evaluating whether to build their own stack can usually get a bidder built without much difficulty; getting from a raw audience file to individually addressable, NPI-level identity, with targeting accuracy that holds up at that resolution, is the harder problem, and the one already solved here.

For a data owner already licensing that audience out for a fee, running it through this infrastructure instead is a different economic position: media margin on delivered campaigns, not a flat licensing fee paid once and done.

NPI-level attribution (PLD)

Attribution here resolves to the individual provider, not an exposure count or a segment-level rollup. A brand can see which providers were reached by a campaign, not just how many impressions ran against a target definition.

This is the attribution layer pharma brands buy directly. It’s the reason they’re in the deal at all, distinct from the media itself. It’s also the layer a publisher or data owner cannot produce on their own: they can sell inventory and build an audience, but resolving delivery back to the individual provider requires the identity infrastructure described above, running underneath the attribution.

Every delivery event carries the same structural depth (advertiser and brand, campaign and creative, channel and device), resolved down to the individual NPI and specialty wherever the target list supplies one. That output ships as a custom feed, shaped to each client’s schema and cadence, not a fixed report format.

What a delivery record contains

Every field below can appear on a single delivery record. Fields marked “where supplied” depend on what the target list provides; they describe the provider reached, not a patient.

Event & activity

Field	Type	Definition
activity_date_time	Timestamp	Date and time the event occurred.
event_type	String	Type of event: impression, click, lead, and others.
transaction_id	String (UUID)	Unique identifier for the event, used to de-duplicate and join records.

Account & advertiser

Field	Type	Definition
advertiser_id	Integer	Unique identifier for the advertiser.
advertiser_name	String	Name of the advertiser.
brand_id	Integer	Identifier for the associated pharma brand, where supplied.
brand_name	String	Name of the associated pharma brand, where supplied.

Campaign hierarchy

Field	Type	Definition
campaign_id	Integer	Unique identifier for the campaign.
campaign_name	String	Advertiser-defined campaign name.
ad_group_id	Integer	Identifier for the ad group within the campaign.
ad_group_name	String	Name of the ad group.

Creative

Field	Type	Definition
ad_id	Integer	Unique identifier for the creative.
ad_name	String	Name assigned to the creative.
ad_size	String	Creative dimensions, or "Native" for native placements.
creative_type	String	Format: display, native, or video.
destination_url	String (URL)	Click-through landing page.

Delivery & channel

Field	Type	Definition
channel	String	Traffic source, for example direct or RTB.
platform	String	Delivery platform associated with the event.
publisher	Integer	Identifier for the publisher or supply source, where populated.
spend	Decimal	Media cost attributed to the event.

Audience / HCP identity

Field	Type	Definition
npi	String (10-digit)	National Provider Identifier of the targeted provider, where supplied.
first_name	String	First name of the targeted provider, where supplied.
last_name	String	Last name of the targeted provider, where supplied.
specialty	String	Medical specialty of the targeted provider, where supplied.

Prefer to see it in the shape it’s delivered? Download a sample delivery file — synthetic data, standard schema.

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