Precision, privacy and performance in life sciences media
Precision, privacy and performance in life sciences media
https://www.mmm-online.com/partnercontent/precision-privacy-and-performance-in-life-sciences-media/
Publish Date: 2026-06-30 16:00:00
Source Domain: www.mmm-online.com
For years, the life sciences sector has been constrained by a persistent paradox: Despite possessing vast amounts of data, marketers remain hindered by disconnected technology stacks, fragmented workflows and rigid, one-size-fits-all platforms. Today, as shifting privacy regulations and the deprecation of traditional tracking methods rewrite the rules of engagement, the industry demands a more agile, integrated approach.
During the 2026 Cannes Lions International Festival of Creativity, MM+M’s editor-at-large Steve Madden sat down with Oleg Korenfeld, group president technology and platforms at CMI Media Group and Compas, to discuss the launch of Ad Astra, a modular suite of interoperable solutions built to future-proof pharma marketing against privacy-first changes.
Democratizing a secret weapon
Ad Astra was not built overnight. It represents the culmination of nearly a decade of internal innovation and hundreds of successful campaigns within CMI Media Group. Moving away from the rigid frameworks of legacy software, the platform offers both self-serve and fully-managed service models to match a brand’s unique operational needs.
“It’s been this secret weapon within CMI and Compas for many years,” Korenfeld explained. “We’ve been a technology arm of CMI, and we’ve built a lot of great technological solutions for the planning and buying process, and over the past few years the platform we’ve built out became fully SaaS enabled.”
CMI and Compas clients will continue to have this secret weapon, along with critical agency talent, powering their campaigns. Modern marketing teams looking to bring technology solutions in-house to gain greater operational autonomy can fit Ad Astra into an existing corporate tech stack.
“Because our solution is built to be very self-service, we’ve decided to make it available to basically anybody,” he said….
