Press coverage and articles from the illuma team



Behavioural targeting post-cookie: "The show will go on"

4 October 2019

We speak with Illuma to understand how innovation in adtech might see audience behaviour analysis evolve.

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SWIFT Uses illuma Advanced AI Technology To Engage New Audiences Ahead Of Sibos 

19 September 2019

Using illuma’s unique mindset targeting, SWIFT has tapped into the thematic content consumption of its audience, working at time-critical moments when they are more likely to engage with its messages.



Media Buyers Should Start Preparing for a World Without Cookies

9 September 2019

Illuma co-founder Peter Mason discusses why cookie-based targeting with personal data needs to change post-GDPR and how a new wave of contextual ad targeting is coming to the fore powered by AI and machine learning.


Cookieless Targeting: Not Shooting Blind, but Shooting Smart

19 August 2019

In this exclusive article for ExchangeWire, Peter Mason argues that change is long overdue for ad tech and that it shouldn’t necessarily be something to fear; cookie-less targeting can be the next evolution.



AA/WARC Q1 2019: UK Ad Spend Hits £6bn

30 July 2019

UK ad spend increased by 4.2% year on year to hit £6.0bn in the first quarter of 2019, according to the latest Advertising Association/WARC Expenditure Report, released today Tuesday 30th July.


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It’s time for online advertisers to ditch the data

17 July 2019

As the Information Commissioner’s Office fires a warning shot to the ad tech industry and browsers tighten up on cookies, it‘s time to switch to data-free ad targeting, says illuma MD Jacqui Wallis.


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Context and mindset are more relevant than audience or loyalty

26 June 2019

To increase the effectiveness of ad campaigns, brands need to shift their focus from audience targeting to the immediate context and mindset of the real people receiving their messaging.


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illuma Receives EDAA Trust Seal From ABC

May 28, 2019

illuma has received the EDAA Trust Seal from industry-owned media auditor ABC, demonstrating compliance in accordance with the EU Self-Regulatory Programme for Online Behavioural Advertising (OBA).


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Stop Wasting Your Programmatic Ad Spend

May 3, 2019

“Programmatic is held up as the savior of marketing efficiency and is undeniably a useful addition to the marketer’s toolkit. But when poorly executed it can have an adverse effect on efficiency.”


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What is Mental Availability and why Does it Matter?

May 1, 2019

"Mental availability extends beyond brand awareness – it depends on the quality and quantity of a consumers mental picture of your brand. It boils down to: are customers thinking about your brand and can they access it either physically or online.”


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Be Responsible With Your Data

April 23, 2019

“In the aftermath of Facebook’s acknowledgement last month that concerns about Cambridge Analytica’s use of data emerged internally long before the news hit the public, we take a look at how the digital advertising industry can take responsibility for the data we handle to prevent such misuse happening again.”


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Building a Balance between Data and Consumer Trust

April 15, 2019

"With Google and Facebook taking an ever-greater portion of ad revenues – expected to reach over 63% in the UK this year – there’s precious little left in the pot for everyone else to share."


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Finding Your Moment: Unlocking Audience Mindset Is The Key To Engaging More Customers

April 10, 2019

“Marketers have always understood that effective ad campaigns they need to deliver across three dimensions: the right message, to the right audience, at the right time. Today, there is a fourth dimension – mindset – that marketers can tap into using artificial intelligence-based technology.”


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Building a Balance between Data and Consumer Trust

November 28, 2018

"For the sake of consumer trust, as well as the future health of the industry, it’s imperative that new approaches and greater diversity in tactics are explored."


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Move Slow and Mend Things

November 6, 2018

Advertising is facing deep challenges right now, and the time for faking it is over. How did we get to where we are, and how can we do things differently? It's time to find a new mantra if advertising wants to at least slow its slide into public distrust, writes Jacqui Wallis.


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Hooked on a feeling: The forgotten factor in online advertising

November 9, 2018

We're stuck using outmoded concepts such as segmentation and demographic groups, when what marketers should be seeking is a prospect's mood or mindset.


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Programmatic, Meet Mood

October 3, 2018

Programmatic may give us the warm glow of diminished risk, even security… But how does it stack up as actually executed, versus how we think and act as humans?


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AI – Game Changer, or Just the Latest Marketing Buzzword?

October 3, 2018

illuma MD Jacqui Wallis asks - is now the time we start to really understand the difference between truly smart technology and hype?


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Mood Is Online Advertising’s Missing Piece

September 7, 2018

In its simplest form, personal targeting is a system of categorising people – demographically, or as ‘intenders’ for various products. It’s a system of absolutes, inherited from the pre-internet era, where our online lives are anything but.


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Why Ad Misplacement Will Become Less of a Concern in 2018

August 16, 2018

From GDPR, to in housing, even to RTB 3.0 - three major areas where programmatic is now making real progress as ad misplacement becomes less of a concern in 2018.


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Does Ad Tech Dream of Electric Sheep?

August 3, 2018

Is it any accident “user,” “target” and “eyeballs” have all become part of the ad industry lingua franca? Whatever happened to people, in all their complexity, with all their needs and wants and dislikes?


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Post-GDPR, How Many Will Really Opt Out Of Personal Targeting?

July 6, 2018

Ultimately, we now live in an opt-in world, but the dust has yet to fully settle. When it does, the public’s love or hate of targeting may yet play a bigger role in ad tech’s future.


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What’s Holding Back AI in Marketing?

July 12, 2018

Wider understanding of AI will usher in more creative, diverse approaches – beyond what has effectively already become the ‘standard’, and as a result may already be starting to see limited effectiveness.


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3 Reasons Advertising is Back in Context

June 8, 2018

Contextual advertising has been around since the ‘00s. Though the advertising industry has in recent years largely focused on personal rather than page data, the tide is now turning, and contextual is more important than ever, writes illuma CTO Peter Mason.


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As Consumers Wise Up, APAC Marketers Must Rethink Their Data Use

May 2, 2018

Consumers are now more aware of the amount of their data that is being shared and collected by third parties, and how sophisticated data-driven profiling has become. By and large, they aren’t fond of it.


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For ad tech as for Facebook, sharing isn’t always caring

April 13, 2018

One thing that’s clear in all of this is that politicians and lawmakers finally see how powerful the tech giants really are. And that in the wrong hands, data is not the new oil, it’s the new nitroglycerine.


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How Brands Find The Human In AI

April 19, 2018

illuma Managing Director Jacqui Wallis explains why the biggest mistake made regarding AI is thinking it’s automatic, autonomous, and doesn’t require humans to succeed. And when it comes to programmatic, that we’re engaged in a battle between AI and human.


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Tracking Is Dead. Long Live Advertising!

December 22, 2017

Developing reach intelligently requires a system that understands both the advertiser’s message and the context in which people encounter the ad. Certain messages may do better in certain contexts than others.