Ad Tech Player Illuma Launches In Australia & New Zealand

Ad Tech Player Illuma Launches In Australia & New Zealand
Lance Traore
By Lance Traore



Independent advertising technology company Illuma has officially launched in Australia and New Zealand, naming Lance Traore as country manager across the trans-Tasman with immediate effect.

Traore (pictured above) will be responsible for growing Illuma’s business, forming partnerships with brands, agencies and publishers across both countries, and the Asia-Pacific region as a whole.

He brings more than 15 years’ experience in media and advertising, most recently as managing director for Australia and New Zealand at Unruly. Traore will report to Illuma managing director Duncan Arthur in London.

Arthur said Traore is the ideal person to develop and build Illuma across the region.

“We are delighted to have him join us,” he said. “This is the first international market we have launched into, and we have prioritised our expansion into Australia and New Zealand as a mark of our belief in them as especially progressive media markets.”

Commenting on his new role, Traore said: “I’m excited to join Illuma, especially at a time when the industry has an urgent need to find new and better ways to scale their advertising campaigns.

“Audience targeting based on third-party data has become the de facto industry tactic, but has serious flaws.

“Especially with certain browsers now blocking third-party tracking and legislation like the upcoming GDPR, both the industry and consumers are starting to question it more and more.

“We are even seeing certain companies in the data exchange, location and cross-device arenas trying to rebrand themselves completely.”

“Australia and New Zealand are smart, developed markets – especially for data-driven advertising.

“In such fast-evolving markets, all the more reason for new and more effective ways of finding the right audiences. And the same applies to the rest of APAC too.”




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