in the news
Press coverage & articles from the illuma team
illuma MD Jacqui Wallis asks - is now the time we start to really understand the difference between truly smart technology and hype?
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.
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?
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.
19.4.18 How Brands Find The Human In AI
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.
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.
3.10.18 Programmatic, Meet Mood
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?
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.
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.
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.
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.
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.