This is the third installment in our four-part series on what's new in our DSP, DeepIntent Cortex™. Our installment on Optimized Reach covered how Cortex extends audience quality and scale. Optimized Decisioning looked at the intelligence layer guiding bid and budget choices. This piece is about workflow: how much time programmatic teams spend configuring campaigns versus managing them.
Compliance requirements and tight launch windows already eat into the time available for strategy. Every enhancement below is aimed at giving some of that time back.
Next-Gen Ad Group Builder
The ad group builder has been redesigned around a step-by-step workflow with fewer clicks and a summary view that stays visible in the margin as you work.
Ad group setup is one of the most time-intensive parts of managing complex pharma campaigns, and the previous builder required some manual configuration and back-and-forth navigation to get there. The new version cuts setup time and reduces the errors that come with manual entry, so traders and programmatic specialists spend less time building and more time on the strategy driving activation.
Campaigns Page Updates
Enhancements to the Campaigns page expand what users can view and edit directly there. Teams can now export a full snapshot of the list view as a CSV, expand columns to see complete campaign and ad group names, and pull in 45 additional delivery and performance metrics for more customized views. Order status is visible right on the page, in-line toggles let teams change campaign status without leaving it, and the same page now supports bulk uploads and ad group creation from templates.
The goal is fewer steps between seeing a metric and acting on it. When more data and more controls live on the same screen, in-flight decisions happen faster and with more confidence, since teams aren't toggling between pages to confirm what they're already seeing.
Impression-Level Budgeting
Cortex now supports setting campaign and ad group budgets at the impression level instead of dollars, with the bidder pacing directly toward impression goals.
Impression-based buying is the standard in linear TV. As pharma spend shifts further into CTV, dollar-only budgeting in DSPs creates a mismatch with how buyers already think about delivery. Impression-level budgeting lets teams manage CTV with the same mental model they use for linear. That cuts down on translation work and makes pacing more predictable, which makes it easier to hit delivery commitments.
Custom Campaign Flights
This feature will let teams set custom and lifetime flight settings at the campaign level, removing the need for manual date adjustments throughout a campaign's run.
Pharma timelines are often rigid and compliance-driven, dictated by product launches and regulatory or formulary windows. Managing those dates by hand introduces risk and requires ongoing oversight, especially for event-based campaigns tied to a fixed window, like HCP conference targeting or a live event broadcast, where flight dates need to line up exactly. With custom and lifetime flights, teams configure the timeline once and trust that delivery follows the plan, freeing up bandwidth for higher-value work.
Stay tuned for Part 4, on Optimized Performance, which will look at how Cortex is evolving to measure and improve campaign outcomes.
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