Paid Media
Digital paid advertising channels — programmatic display, paid social (Meta, Google, LinkedIn, TikTok), CTV/OTT, and paid search — activated via CDP audience segments. The primary governance dimension is identity: paid media requires a deterministic match signal (hashed email, IDFA/GAID, LiveRamp RampID) or probabilistic look-alike modeling, and cannot use PHI in HIPAA-covered contexts. Typical latency tier: inter-day (custom audience refresh) to weekly (look-alike model refresh). CCPA right-to-opt-out-of-sale and GDPR legitimate-interest balancing apply to targeting; HIPAA prohibits routing PHI to non-BAA ad platforms.
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