Programmatic healthcare marketing technology company PulsePoint has announced the launch of its AI-powered Adaptive Optimization solution, a tool designed to help brands and agencies reach more qualified audiences while reducing unnecessary media spend. The technology aims to improve campaign performance in real-time by adapting to audience behavior and engagement signals.

The platform, which is part of PulsePoint’s programmatic ecosystem, leverages machine learning algorithms to continuously analyze campaign data and automatically adjust targeting strategies. The company says the system focuses on increasing qualified audience reach — users most likely to engage or convert — while minimizing impressions served to irrelevant audiences, thereby cutting media waste.

Addressing the Challenge of Inefficient Ad Spend

According to industry estimates, a significant portion of digital advertising budgets is often wasted due to poor audience targeting and overexposure to low-intent users. In sectors like healthcare, where compliance and precision are crucial, wasted impressions can be particularly costly. PulsePoint’s Adaptive Optimization addresses these concerns by refining campaign delivery in real time, ensuring that each ad dollar is directed toward the right audience segment.

Andrew Stark, CEO of PulsePoint, stated that this solution is the company’s next step in leveraging AI for smarter marketing. “Adaptive Optimization moves beyond traditional campaign optimization methods by using AI to learn from live performance data and make adjustments continuously. This means brands can engage the right audience at the right time, with less guesswork,” he said.

How the Technology Works

The Adaptive Optimization engine operates by evaluating multiple factors simultaneously — such as audience engagement levels, contextual relevance, device usage, and time-of-day performance. Based on these signals, it adjusts parameters like bid prices, targeting filters, and creative delivery.

The tool is designed to work seamlessly with PulsePoint’s Life platform, which already serves as a data-driven hub for healthcare marketers. By integrating the optimization process within existing campaign workflows, PulsePoint ensures that advertisers do not need to overhaul their existing systems to take advantage of AI-driven enhancements.

Benefits for Healthcare Marketing

In healthcare marketing, regulatory restrictions often limit the scope of ad targeting. As a result, advertisers need to be especially careful with how they allocate budgets. Adaptive Optimization offers the ability to:

• Increase qualified reach by focusing on verified healthcare audiences and relevant professionals.
• Reduce media waste by avoiding overserving ads to audiences who are unlikely to take action.
• Improve campaign efficiency by learning and adapting in near real-time.

Stark added, “For healthcare marketers, it’s not just about reaching a bigger audience — it’s about reaching the right audience. Adaptive Optimization brings us closer to precision marketing at scale.”

Industry Context

The introduction of Adaptive Optimization comes as AI adoption in digital marketing accelerates. A 2025 MarTech Trends Report noted that over 65% of marketing leaders plan to integrate AI-driven targeting and optimization into their media strategies within the next year.

Experts say this shift is being driven by two main factors: increasing competition for audience attention and the growing need to demonstrate measurable ROI from ad spend. In healthcare, the stakes are even higher because campaigns often promote critical treatments, patient education, or clinical trial recruitment — all of which demand precise targeting.

Competitive Landscape

PulsePoint’s move places it among a growing number of ad tech companies offering AI-powered optimization solutions. However, the company says its healthcare focus and integration capabilities make Adaptive Optimization distinct. Unlike general-purpose platforms, it is tuned for the specific needs of healthcare brand marketers, agencies, and publishers.

Sarah Martinez, VP of Product at PulsePoint, emphasized that the tool’s AI models have been trained on healthcare-specific datasets, enabling a level of accuracy that generic optimization systems cannot match. “We’ve built this technology with compliance, privacy, and relevance at its core,” she said.

Future Decisions

PulsePoint plans to expand Adaptive Optimization’s capabilities over the next year, adding features such as predictive performance modeling and enhanced cross-channel analytics. The company believes that continuous innovation will be essential in maintaining its competitive edge in a fast-changing programmatic environment.

“AI is transforming the way we think about audience engagement,” Stark concluded. “Adaptive Optimization is just the beginning — the future lies in marketing systems that not only react to audience behavior but anticipate it.”