Case Study: Penn Medicine achieves stronger patient reach with contextual targeting from Fathom

Penn Medicine lowers CPM by 35% with Fathom

Penn Medicine, a leading healthcare system, faced the challenge of adapting to the decline of third-party cookies and needed new methods to reach relevant audiences for its programmatic campaigns. They partnered with Fathom Digital Marketing for help in pivoting to cookieless targeting solutions.

Fathom implemented a contextual targeting strategy, placing ads based on webpage content and keywords instead of user cookies. This solution allowed Penn Medicine to reach a qualified audience contextually. The test yielded a 35% decrease in CPM and gained an additional 2.5 million impressions while maintaining engagement rates, effectively proving the value of Fathom's cookieless approach.

Penn Medicine