Internet Brands, a KKR portfolio company and owner of WebMD Health Corp., a provider of health information services for physicians and consumers, has agreed to acquire PulsePoint Inc., a technology company using real-time data to unlock and activate health insights. Internet Brands’ acquisition of PulsePoint, marks its aim to expand into the healthcare marketing technology space, adding enhanced programmatic and data capabilities across its portfolio of companies.
As part of Internet Brands, PulsePoint’s technology will deliver privacy-focused targeting and analysis for a post-cookie marketplace. PulsePoint’s machine learning engine powers its ability to deliver personalized messaging at each stage of the health journey.
“PulsePoint’s privacy-focused approach to programmatic advertising and real-time analytics adds to our portfolio of brands and services, giving our customers greater flexibility, ease, and ability to reach qualified audiences throughout their journey.” aid Internet Brands and WebMD CEO Bob Brisco. “The addition of PulsePoint will enable WebMD and Medscape to leverage combined competencies and scale to better serve clients, healthcare professionals and consumers even more comprehensively.”
“There is no other company better positioned for PulsePoint to join forces with than Internet Brands and its portfolio of iconic health media brands, including WebMD and Medscape,” said PulsePoint CEO Sloan Gaon. “With the support of WebMD, our growth in data innovation and product development will only further accelerate to introduce new solutions that we believe will reshape the future of healthcare engagement.”