Scale and addressability for Connected-TV
Online audiences move fluidly between platforms. Yet targeting has largely remained disconnected and siloed – until now.
illuma Compass™ is a unique way for brands to move seamlessly between the web and CTV, targeting in the same way that audiences consume content – fluidly and on-demand.
Modelling audience behaviour
Most CTV-buying is done statically, at publisher level, using an ID or a basic contextual category. These options can limit scale and don’t allow for flexibility in the targeting decision.
Using illuma Compass™, traders and marketers can buy CTV live and dynamically, using cookieless insights from a brand’s own specific audience, modelled from other areas of the campaign, where engagement can be tracked.
By tuning into live engagement signals from known users in this way, and matching them across platforms, brands can enjoy dynamic, fluid, insight-driven CTV targeting that is specific to their campaign and audience.
illuma Compass™ works during live campaigns, learning from page-level, cookieless behaviour signals from their audience on the open web, where data is more available. It then uses this intelligence to make smarter targeting decisions in CTV. In the process, illuma brings reliable behavioural data into CTV-buying for the first time.
By adding illuma Compass™ into their targeting, marketers can accurately respond to the rapidly changing interests of different, relevant audiences, across platforms, in real time. This brings scale, relevance and success to CTV campaigns, in unpredictable places.