PurpleLab Joins IAB to Advance Privacy-Forward Health Data

Healthcare analytics company PurpleLab has joined the Interactive Advertising Bureau to help shape industry standards at the intersection of privacy, measurement, and real-world health data.

Published on Feb. 15, 2026

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PurpleLab, a healthcare analytics company that powers real-world data through an infrastructure of over 16 billion annual claims, has joined the Interactive Advertising Bureau (IAB), the leading trade association for the digital advertising industry. PurpleLab's IAB membership reflects its commitment to connecting pharmaceutical companies with ideal audiences while upholding high standards of data privacy.

Why it matters

As healthcare advertising becomes more sophisticated and regulated, PurpleLab's IAB membership positions the company to help shape industry standards at the intersection of privacy, measurement, and real-world health data. This is about aligning the priorities of healthcare advertisers who want to understand what's working and regulators who want strong privacy protections.

The details

As an IAB member, PurpleLab will participate in working groups and IAB Tech Lab initiatives focused on privacy and legal standards, exposure data interoperability, privacy-enhancing technologies, clean room governance, emerging identity and attribution frameworks, cross-channel measurement methodologies, and public policy and industry advocacy. PurpleLab is committed to going above and beyond legal requirements to deliver accurate and privacy-centric measurement and audiences.

  • PurpleLab joined the IAB in February 2026.

The players

PurpleLab

A healthcare analytics company that powers real-world data through an infrastructure of over 16 billion annual claims, 3 million+ healthcare practitioners, and 330 million+ U.S. patient lives.

Interactive Advertising Bureau (IAB)

The leading trade association for the digital advertising industry, representing over 700 leading media companies, brands, agencies, and technology firms.

Andrew Lucking

General Counsel at PurpleLab.

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What they’re saying

“The healthcare sector has unique responsibilities when it comes to privacy. In joining IAB, we're ensuring that healthcare perspectives are represented as measurement frameworks and privacy-enhancing technologies continue to evolve.”

— Andrew Lucking, General Counsel at PurpleLab (EINPresswire)

“Ultimately, this is about accountability. Healthcare advertisers want to understand what's working and regulators want strong privacy protections. Our role is to help align those priorities.”

— Andrew Lucking, General Counsel at PurpleLab (EINPresswire)

What’s next

As an IAB member, PurpleLab will continue to participate in working groups and IAB Tech Lab initiatives to help shape industry standards around privacy, measurement, and real-world health data.

The takeaway

PurpleLab's IAB membership demonstrates its commitment to connecting healthcare companies with audiences while upholding the highest standards of data privacy, positioning the company to play a key role in aligning the priorities of healthcare advertisers and regulators.