A world where HIPAA was the only rule that mattered. Where inferences were allowed. Where vendors didn't have to explain how segments were built.
That world is gone.
The New Reality
Today, state privacy laws regulate how audience data is created. Especially when health is involved.
And many of the most common audience methods still rely on predictions about individuals.
- •Who likely has a condition
- •Who probably needs treatment
- •Who "looks like" someone else
In some states, that is now explicitly sensitive data.
HIPAA Still Dominates the Wrong Conversation
HIPAA still dominates the conversation, even when state laws matter more to advertising.
So audiences get created the same way they always have. Until enforcement shows up and asks questions no one prepared for.
The Uncomfortable Truth
Many health audience methods aren't transparent enough to evaluate compliance with confidence.
And "HIPAA compliant" is no longer a sufficient answer.
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