Why LANE4.io exists

Every programmatic channel got infrastructure. Point of Care did not.

No incumbent had a reason to build it.

The way this channel has been bought and sold works well enough for the parties sitting in the middle of it. Sellers never learn what their messaging is worth. Buyers cannot reach the inventory through the stack they already run. Both of those problems are profitable for someone.

LANE4.io is the infrastructure. The first and only supply side platform purpose built for Point of Care media, independent, and aligned to the people who own the supply and the people who buy it.

Operating today

  • The auction is live and clearing, with sub 80ms decisioning.
  • Demand partners are integrated and transacting.
  • Supply is in production.
  • Log discrepancies run under 0.03%.
Chad Gottfrid

Chad Gottfrid

Founder and President

Over 30 years in pharma, advertising, and technology. LinkedIn

Chad spent three decades working in pharma, point of care media and technology. Across that time the same pattern held: Point of Care inventory sold one negotiation at a time, with neither side ever learning what the market would actually pay. Nobody sitting in the middle of that arrangement had a reason to change it. LANE4.io is the infrastructure that does.

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