Shaken & Stirred - Influential Brand Profiling and Positioning

Zeotap Data and Illuma unite in a post-cookie world


In a strategic development with implications for the digital advertising sector, Zeotap Data, renowned for its expertise in people-based digital audiences, has announced a partnership with Illuma, a leader in AI-powered advertising optimisation. This alliance is particularly timely, given the imminent changes in digital advertising norms, notably the phasing out of third-party cookies.

This collaboration marries two pivotal aspects of digital advertising: Audience targeting, which zeroes in on specific demographic groups, and Contextual targeting, which considers the content being viewed. By integrating these strategies, the partnership amplifies Zeotap’s audience targeting with a contextual expansion driven by Illuma’s technology. The result is an enhanced capability for clients to scale their reach effectively, while also gaining deeper insights into online consumer behavior.

The impending deprecation of third-party cookies, particularly Google’s planned discontinuation in Chrome by September 2024, underscores the importance of this initiative. Utilising persistent identifiers, Zeotap activates targeted audiences, and Illuma’s machine learning algorithms offer actionable insights within a 48-hour window. This synergy enables advertisers to engage more profoundly with content, thereby increasing the relevance of their campaigns and unlocking incremental contextual inventory across major global Demand-Side Platforms (DSPs).

The partnership represents a significant leap forward in the realm of digital advertising. Matt Bennathan, Chief Commercial Officer at Zeotap Data, emphasises that the collaboration with Illuma is not merely a reactionary measure to industry changes but a proactive stride towards a new era in digital marketing. The combination of Zeotap’s data-driven approach with Illuma’s advanced contextual AI promises a more intelligent, effective strategy for reaching pertinent audiences.

Echoing this perspective, Peter Mason, founder and CEO of Illuma, highlights the unique benefits of the partnership. The collaboration offers advertisers an enriched understanding of audience interests, rooted in real-time contextual data. This partnership is poised to substantially elevate the reach and efficacy of digital advertising strategies using state-of-the-art AI technology, marking a crucial turning point in the advertising industry.