Outcome Health, a Chicago-based tech and advertising startup, joined the Interactive Advertising Bureau, the company announced Nov. 15.
IAB, a trade association for digital advertising and marketing firms, comprises more than 650 media and technology companies worldwide. Outcome Health officials said they joined the association to advance the company's commitment to technical standards and best practices.
Outcome Health has installed 140,000-plus digital devices — such as flat screens and tablets — in various physicians' offices at no cost. These screens display patient-targeted videos, including educational content and pharmaceutical advertisements.
"Outcome Health is committed to leading the industry in defining robust standards for verification, validation and reporting, including the development of a first-of-its-kind campaign-level auditing framework," said Nancy Phelan, senior vice president for commercial growth and Outcome Health's IAB representative.
"We look forward to leveraging IAB's deep expertise to build on the foundation Outcome Health has already put in place," she continued.
The announcement follows reports a group of investors sued Outcome Health and its two founders Nov. 7, alleging Outcome Health engaged in fraud and breach of contract. The lawsuit, filed in New York State Supreme Court in New York County, builds on an Oct. 13 The Wall Street Journal investigation that alleged a subset of employees at Outcome Health manipulated pricing and sales information to mislead pharmaceutical advertisers.