In the rapidly shifting landscape of digital advertising, two worlds—healthcare and retail media—are converging on a common set of values: precision, personalization, and trust. Recent advances have redefined how brands engage both physicians and everyday consumers, with artificial intelligence (AI) and first-party data at the heart of this transformation. On August 23, 2025, Doceree, an AI-powered healthcare marketing platform, announced the launch of Premium Programmatic, a move that echoes broader trends in retail media, where networks like CVS Media Exchange are also pivoting toward relevance and meaningful connections.
Doceree’s new offering, Premium Programmatic, is being hailed as a significant leap forward in healthcare marketing. Unlike traditional programmatic advertising, which often casts a wide net, this platform zeroes in on the critical moments when healthcare professionals (HCPs) are actively seeking clinical knowledge—be it reading the latest studies, exploring new treatments, or making prescribing decisions. As Doceree’s Founder and Global CEO, Harshit Jain, MD, put it, “Premium Programmatic brings precision, personalization, and context to every impression. We’re meeting HCPs at the point of intellectual curiosity—when they’re most receptive to information—and we’re doing it with unmatched relevance, reach, and responsibility.” According to Doceree, the platform is purpose-built for the way physicians think, search, and learn, offering marketers more reach through the largest verified HCP network, more context via patented targeting, and more formats tailored to what HCPs actually consume.
This means pharmaceutical marketers can now go beyond basic display ads. They’re able to deliver sponsored scientific content—think branded articles, clinical case studies, continuing medical education (CME) partnerships, and expert-driven features—right inside the platforms that physicians already trust for clinical messaging. These innovative formats are optimized for how doctors absorb information, transforming what once was marketing into what Doceree describes as “meaningful medical dialogues.”
Interestingly, this focus on relevance and timing isn’t limited to healthcare. The retail media sector is undergoing a similar metamorphosis. As highlighted in a recent analysis by Ad Age and WebProNews, retail media networks are moving away from a volume-first mindset. Instead, they’re prioritizing relevance, trust, and precision in their advertising. CVS Media Exchange stands out as a leader, leveraging first-party data from loyalty programs and in-store behaviors to deliver ads that resonate on a personal level. The goal? To foster loyalty and long-term customer value, not just fleeting impressions.
This strategic pivot is partly a response to the fragmentation of consumer attention and tightening privacy regulations. Retailers are investing in transparent data practices, aiming to ensure that ads feel helpful rather than intrusive. For example, by using precision targeting, brands can suggest health products based on past pharmacy purchases—aligning promotions with individual shopping histories in ways that feel organic and respectful of privacy. As The Current notes, Kroger’s precision marketing arm is breaking down key data trends that will amplify retail media’s impact, including AI-enhanced personalization that anticipates shopper needs.
The numbers are striking. Retail media is projected to reach $82 billion globally in 2025, according to a report from the Advertising Research Foundation shared on X. This explosive growth is being fueled by advanced analytics and a shift in success metrics. Instead of focusing solely on click-through rates, advertisers are now measuring long-term brand affinity and customer value. Agencies are integrating performance marketing with broader branding goals, using tools that span connected TV, in-store digital displays, and seamless omnichannel experiences. By analyzing behavioral data from over 2.5 billion online shoppers in 2024, as detailed in IAB Europe’s updated 101 Guide to Retail Media, advertisers are crafting messages that feel timely and contextually appropriate—reducing ad fatigue and boosting engagement.
Trust, however, is the linchpin of this new era. With rising skepticism about data privacy, retail media networks must demonstrate ethical stewardship. Industry watchers like Incisiv have pointed out that much of the untapped value in retail media comes from poor attribution, urging retailers to connect ad spend to long-term outcomes. The most successful players are those that communicate data usage transparently, offering opt-in features that empower consumers. CVS Media Exchange, for instance, positions ads as value-adds—such as personalized wellness tips tied to purchase data—rather than interruptions. This trust-building approach extends to in-store innovations. According to Advertima’s blog on top in-store trends for 2025, AI-powered digital signage now adjusts in real-time based on foot traffic and demographics, boosting brand impact without overwhelming shoppers.
Yet, challenges loom. Fragmented attention spans and ethical dilemmas around AI bias require vigilant oversight. Industry voices on X, such as SA News Channel, emphasize the need for bias-free algorithms to ensure fair personalization and align with consumer demands for control over their data. The future growth of retail media, as projected by Coresight Research in a report sponsored by Criteo, will depend on balancing innovation with integrity, strategic partnerships, and continued AI integration.
Major retailers like Amazon, Walmart, and Kroger are leading the charge by leveraging first-party data for precision targeting and creating seamless omnichannel experiences. Walmart’s retail media network, for example, is transforming ads through data-driven precision, integrating shoppable videos and experiential campaigns. CPG giants are embedding AI in video ads to create immersive shopping experiences, while European markets are seeing a €10 billion surge in retail media growth. Economic uncertainties, such as tariffs, are prompting brands to focus on value-driven marketing and authentic content, echoing Gary Vaynerchuk’s advocacy for genuine storytelling as the root of relevance.
To sustain momentum, collaboration is essential. Strategic alliances between retailers and tech firms are accelerating innovations like social video integration. Retail Fest AUS notes that the sector’s future will hinge on building loyalty through value-focused marketing and transparent practices. As AlphaSense’s trends analysis highlights, the winners in this space will be those who view retail media not merely as an ad channel, but as a trust ecosystem that enhances every touchpoint.
Back in healthcare, Doceree’s Premium Programmatic embodies these same principles. By reaching physicians at the exact moment of learning and decision-making, and by delivering content that is both relevant and responsible, the platform is setting a new standard for what targeted advertising can achieve. As Harshit Jain, MD, emphasized, “In a landscape where brand teams often rely on large endemic platforms with limited flexibility, Premium Programmatic offers something fundamentally better: an interconnected, agile, and intelligent ecosystem where each impression is contextually more relevant, identity-verified, and format-optimized.”
Across industries, the message is clear: the future of marketing is not about more ads, but about the right ads, delivered at the right moment, with the right intent. Brands that embrace this will not only win attention—they’ll earn trust, loyalty, and lasting impact.