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Doctors who attend the American College of Chest Physicians' meetings will now receive targeted messaging on their mobile devices from advertisers on non-medical websites. 

This represents a new way for medical associations to diversify their revenue stream and it also opens up new channels by which to target healthcare professionals.

The American College of Chest Physicians announced a new partnership with Social Reality, an advertising platform provider that delivers targeted ads to healthcare professionals attending the ACCP's meetings. It's Social Reality's first formal partnership with a medical association.

“We're able to target physical locations, be it hotels or convention centers within a 100-meter radius using cellular data and inside the building utilizing IP or WiFi targeting to meetings, hotel and practice locations,” explained Erin DeRuggiero, Social Reality's co-founder and chief innovations officer.

Physicians are not individually targeted. Instead, the platform targets specific spots and serves them in-app and mobile web banners. The ads show up on non-endemic, or non-medical content, like sports or news websites. Doctors may check these sources more frequently than they look at a medical journal's website.

Inventory on Social Reality is sold through its own programmatic platform.