Internet Brands, a KKR portfolio company and owner of WebMD Health Corp., a leader in health information services for physicians and consumers, last week announced an agreement to acquire PulsePoint Inc., a technology company using real-time data to unlock and activate health insights.
Internet Brands' acquisition of PulsePoint accelerates its expansion into the healthcare marketing technology space, adding enhanced programmatic and data capabilities across its portfolio of companies.
As part of Internet Brands, PulsePoint's technology will help deliver next generation, privacy-focused targeting and analysis for a post-cookie marketplace. PulsePoint's machine learning engine powers its ability to deliver personalized messaging at each stage of the health journey.
With real-time intelligent customer decision-making tools, health marketers are able to effectively leverage and act on data to deliver optimized messaging complementary to past and future actions and behaviors across display, mobile web, app, connected TV, digital out-of-home, native, and social channels.
"PulsePoint's privacy-focused approach to programmatic advertising and real-time analytics adds to our portfolio of brands and services, giving our customers greater flexibility, ease, and ability to reach qualified audiences throughout their journey. The addition of PulsePoint will enable WebMD and Medscape to leverage combined competencies and scale to better serve clients, healthcare professionals and consumers even more comprehensively," said Internet Brands and WebMD CEO Bob Brisco.
"There is no other company better positioned for PulsePoint to join forces with than Internet Brands and its portfolio of iconic health media brands, including WebMD and Medscape," said PulsePoint CEO Sloan Gaon.
"With the support of WebMD, our growth in data innovation and product development will only further accelerate to introduce new solutions that we believe will reshape the future of healthcare engagement," said Gaon.
PulsePoint will remain an independently run entity, with teams in New York, San Francisco, and London. The company's programmatic exchange will continue to service demand and supply side partners across the ad tech ecosystem and Internet Brands' portfolio of auto, home, travel, legal, and diversified media brands, and alongside its health specific technologies.
The transaction is expected to close in the coming weeks, subject to regulatory and other approvals. Terms are not being disclosed.