Industry-Leading Partnership Rethinks Audience Relevance and Expansion as Third-Party Identifiers Become a Thing of the Past

Eyeota, the leading data partner to global enterprises, today announced it has partnered with Illuma Technology to bring AI-based contextual audience expansion tools to a post-cookie ecosystem. This partnership will provide an entirely unique way for advertisers to reach their audiences, while massively expanding their relevant reach contextually.

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“Google’s recent confirmation that it will not support third-party cookie workarounds has left many brands and agencies at a loss for how to solve customer identification needs at scale,” said Kristina Prokop, CEO and founder of Eyeota. “Some argue that returning to standard contextual solutions will be a step backwards for campaign performance. But through our partnership with Illuma, we’re demonstrating that this simply isn’t true. With the right approach, advertisers don’t need to lower their campaign expectations in a post-cookie world.”

Via this new joint solution, Illuma Technology will respond to the real-time content consumption habits of Eyeota’s audiences to enable reactive, intelligent audience expansion—without the need for cookies.

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“What makes this approach to contextual audience expansion so unique is Illuma’s reactive approach to targeting, a notable deviation from standard contextual solutions,” said Peter Mason, CEO of Illuma Technology. “Rather than taking a simplistic approach to targeting—such as auto brands targeting auto content—Illuma uses machine learning to react fluidly to the myriad and ever-changing interests of audiences during a live campaign. By reacting to the live interests of Eyeota’s audiences and expanding contextually, we not only find similar people with similar interests, we also increase the likelihood of capturing people in the right moments. This approach essentially mirrors look-alike modelling but instead of looking at similar historical content consumption, we look at real-time content consumption – in the process establishing audience relevance but without needing a cookie.”

By understanding and reacting to the audience’s changing interests and behavior during the campaign, Eyeota’s contextually powered segments will enable brands to grow the size of their audiences at greater scale than they could ever achieve through a strict audience-targeting approach. Together, the two companies are set to prove to the market that scale and relevance are not mutually exclusive.

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