AdTheorent Health›AdTheorent Health› offers HABi

HABi (Health Audience Builder Interface) is AdTheorent Health's privacy-forward demand-side platform covering 90%+ of the US population and 2.1M+ healthcare providers. The platform uses ID-independent machine learning for audience targeting, explicitly avoiding all PII including names, addresses, and emails. HABi is HIPAA, NAI, CCPA, and GDPR compliant and offers Data Science as a Service with custom ML models per campaign.

AdTheorent was acquired by Cadent LLC (a Novacap portfolio company) in June 2024 for approximately $324M. HABi differentiates from Pathwai through the most aggressive privacy stance -- explicitly avoiding all PII and using ID-independent ML rather than modeled audiences. Both platforms target pharma commercial teams but differ in data approach: HABi uses custom ML models per campaign while Pathwai uses a transformer-based platform approach with non-sensitive demographic signals.