Antitrust scrutiny on digital pharma ads intensifies.
The Federal Trade Commission is investigating IQVIA's acquisition of Propel Media, which owns DeepIntent, one of the main advertising technology companies used by drugmakers to market their products to doctors and patients. The FTC is concerned that the deal would help IQVIA lock up the bulk of the market for digital advertising of pharmaceuticals aimed at doctors and patients, thereby harming rivals and potentially increasing costs for drugmakers. The FTC is nearing the end of its investigation, and staff lawyers reviewing the deal are leaning toward filing a lawsuit to block it.