About us

Illuma was founded in London in 2016 by a team of data scientists and media experts who wanted to develop better ad targeting, which delivers real-world results.

About us

What we do

Illuma is AI-powered contextual ad targeting that works without relying on cookies or identifiers. Illuma is guided instead by insights from live audience browsing behaviour, expanding in real time to find relevant new audiences at scale. Find out more in the video below.

Targeting the unpredictable

Traditional approaches to online ad targeting are based on assumptions about audience and contextual relevance, and can often miss opportunities. We knew it was possible to remove these assumptions and to work instead in real time, finding the opportunities for a campaign as they arise. It would be difficult and need genuine world-leading expertise in machine learning, but our team of PhDs has done it.

Illuma uses AI to find all the contextual opportunities for an advertising campaign, not just those based on past behaviour or predefined content keywords. This allows advertisers to target with maximum relevance and at maximum scale – without using cookies or personal data.

We know the content a person is viewing the moment an ad is served can influence their mindset. It also affects how likely they are to be open to campaign messaging.

But responding to these fleeting shifts in mindset as people move around the open web has simply never been possible. Until now.

These positive campaign moments can happen in many types of content. This means they can be impossible to predict. But, using AI, we’ve solved that unpredictability.

The Illuma difference

Illuma is contextual technology powered by live user behaviour. If one type of content is working for a campaign, we’ll immediately expand into similar quality content. In this way, we find users when they are likely to be open to brand messaging.

For advertisers, this means the best of contextual targeting with the best of behavioural. It means no cookies or identifiers, no guesswork and no inaccurate predictions based on past data or keywords. Instead, we provide live optimisation delivering better results, at scale.

Meet the team

The Illuma team is made up of smart, curious people who are passionate about shaping the future of privacy-friendly advertising.

Dr Abbas Egbeyemi

Technology

Abbas holds a Doctorate of Engineering and specialises in AI, machine learning and full stack software development. He works on Illuma’s tools, products and platforms.

Dr Yu Liu

Technology

Yu is a machine learning and data scientist supremo and holds a PhD from Imperial College, London. He specialises in applying data engineering to advertising.

Maitane Torca

Client Success

Mai leads global client success from Illuma HQ in London. She is a contextual expert and helped launched Europe’s first contextual ad network in 2008.

Rayhaan Al-Marzuq

Technology

Rayhaan has a Masters in Engineering
from Queen Mary University and
specialises in front end development. He works on Illuma’s tools and platforms. 

Kevin McElroy

Business Development

Kevin leads Illuma operations in the US from his base in New York. He’s the former SVP of Grapeshot and is a specialist in contextual advertising solutions.

Sonia Pham

Product

Sonia has outstanding industry knowledge on both buy and sell sides; she leads product development, business analysis and operations.

Rong Gu

Platforms

Rong has an MSc in Advance Computing Science from the University of St Andrews. He looks after data processing, product development and platform integrations.

Peter Mason

Product

Peter is a media specialist who has spent his career advancing contextual solutions which benefit publishers and brands. He co-founded Illuma with the data science team in 2015.

Prabdit Suri

Technology

Prabdit has an MSc from Imperial College, London. He works with the technology and client success teams providing data analysis and insights.

Javier Mazon Echevarria

Technology

Javier is one of Illuma’s data analysts. He specialises in statistics, data science and economics and has an MSc in Statistics from the London School of Economics.

Allison Hartnett

Client Success

Allison offers strategic support to US clients, working closely with them to set up campaigns, leverage tools and share best practice. She has a wealth of experience, both buy and sell-side.

Malik Ogungbo

Client Success

Malik looks after UK and EMEA accounts, working with clients at brands and agencies to run their campaigns and provide ongoing strategic support.

Nigel Ponder

Global Partnerships

Nigel is a retail media expert and former founder of Triad Retail Media, Europe. Nigel supports retailers and other first-party data owners with real-time audience modelling.

David Evans

Business Development

David leads agency and brand relationships across EMEA from London. He is highly experienced in adtech solutions, and in supporting client business growth.

Alby Skrelji

Business Development

Alby offers strategic development to Illuma clients in the US. As former Programmatic Lead at Pernod Ricard, he brings a strong understanding of brand and agency needs.