Equativ & Illuma Partner to Increase Performance, Accuracy & Scale for Advertisers

Equativ, the global independent ad platform, announced an integration with Illuma, the leading contextual-AI firm, that will bring advanced AI-powered audience expansion and content categorisation across Equativ’s curation platform, Equativ Buyer Connect (EBC).

Through the partnership with Illuma, Equativ’s media buyers can now boost the performance and scale of their campaigns by extending known audiences, optimising towards buyer KPIs in real-time. They can also target inventory with pinpoint accuracy thanks to Illuma’s advanced categorisation product, which is powered by AI with human oversight.

The following Illuma tools are now available on EBC:

• Illuma Reacts™ allows Equativ media buyers to expand campaign reach based on the live content behaviours of known audiences across the web, apps, and CTV, using privacy-friendly contextual signals. Illuma’s dynamic contextual recommendation engine optimises towards advertiser-defined KPIs by adding high-performing content into the segment in real-time, bringing relevant scale to every campaign.

• Illuma Precision™ delivers a market-leading combination of accuracy and scale; allowing buyers to hone in on 700+ content categories across web, apps and CTV, classified for accuracy by AI with human oversight. Illuma’s classification models are trained by AI, continually driving up accuracy over time, enabling advertisers to target Equativ inventory and manage brand suitability with pinpoint accuracy.
  
  

Claude Spasevski, SVP, data and retail media, said: "The combination of Illuma's cutting-edge contextual AI and Equativ's SSP Marketplace curation capabilities marks a significant advancement in audience addressability, providing advertisers immediate solutions that go beyond long-run cookie replacement and offering advertisers a more intelligent, privacy-compliant and efficient way to reach relevant, incremental audiences. Additionally, with the recent merger of Sharethrough, our proprietary semantic targeting solutions, combined with their audience-based targeting solutions, reinforced by Illuma’s dynamic contextual features, we provide media buyers with advanced and scalable audience reach."

Ryan McBride, chief strategy officer at Illuma, said: "With continued evolution across the addressability landscape, leading advertisers and publishers are committed to identifying next-generation, privacy-friendly technology partners, focused primarily on driving outcomes. Equativ is building a comprehensive, future-proofed digital advertising platform, and as more advertisers look to Illuma for privacy-friendly, AI-powered data activation strategies, we are thrilled to make our advanced contextual solutions available across the Equativ platform."