What to Watch for as EHR Advertising Enters the Programmatic Era

For years, advertising inside electronic health records (EHRs) has been managed through a handful of aggregators offering limited access, opaque pricing, and little transparency.

That’s changing — fast.

As programmatic infrastructure enters the EHR channel, inventory is becoming:

• Easier to access

• Easier to measure

• Easier to scale

This shift will bring more control to publishers, more visibility to buyers, and more value to patients and providers alike.

Meet Lane4.io

Lane4.io is the SSP powering this transition.

We work directly with EHR platforms and healthcare systems to:

• Organize their inventory

• Enable clean, compliant programmatic delivery

• Connect them to demand without manual workarounds

We don’t sell media. We don’t pitch brands.
We simply make the supply chain work.

What You Might Hear — And Why

As this change takes hold, some legacy vendors may try to slow it down. Expect to hear:

“Lane4 doesn’t know healthcare.”
“You’ll lose targeting control.”
“We already offer the same inventory.”
“It’s not compliant.”

These talking points are predictable.
They’re also outdated.

Lane4 exists to give EHRs control, and give agencies transparency — with inventory that’s often not accessible through legacy channels.

Why It Matters for Agencies

If you’re buying EHR media, your clients deserve to know:

• Where their dollars are going

• What inventory they’re actually getting

• Whether it could be bought smarter, faster, and more transparently

Lane4.io was built to answer those questions — and to help you unlock scale without compromise.

What You Can Do Next

• Ask for clarity around inventory sourcing

• Push for greater access and accountability

• Stay curious about what else is possible

Programmatic is coming to EHR — and it’s long overdue.
Let’s talk.