An AdTech which aims to improve advertising campaign performance without using personal data has won backing from prominent investors.

Illuma Technology is looking to solve the greatest challenge in digital advertising as Google sets out plans to block tracking cookies on Chrome by 2023.

The London scaleup counts some of the world’s biggest advertisers as clients, including Coca-Cola, VW, AT&T, P&G, Pernod Ricard and Sky.

Illuma uses contextual signals from live advertising campaigns to help brands make better decisions about where to place ads in real time, without using personal data or cookies.

Apple’s former director of US consumer retail Colin Greene and Dominic McGregor, co-founder of Social Chain, have invested in the London firm alongside Praetura Ventures.

Illuma plans to use the investment to expand beyond display ads and into connected TV, audio and social media. McGregor will work with Illuma as a consultant to aid the company’s expansion into social.

“Illuma Technology’s ad platform is an incredibly exciting prospect for advertisers, who are constantly looking for innovative ways to improve ROI and reach audiences they may not be targeting currently,” said McGregor. 

“With ongoing conversations around privacy and the future of advertising after cookies, Illuma is well poised to disrupt the industry and do something incredibly unique and exciting.”

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Greene added: “Having worked for over a decade at one of the biggest technology companies in the world responsible for the elimination of cookies, I know how important the privacy debate has been in completely reshaping the market. 

“Illuma, like all great disrupters, has not only seen an opportunity to shift the needle but is also having an immense amount of success doing so, which isn’t always easy in a space that’s as established as advertising.”


Peter Mason, co-founder and CEO of Illuma, said: “Illuma has the privilege of being the right technology at the exact right moment in time, and we are excited to be offering a solution to the greatest challenge in digital advertising. 

“Bolstered by this new investment from Praetura and with the unparalleled expertise of Colin Greene and Dominic McGregor guiding our next steps, the future looks very bright indeed for Illuma and the brands we work with.”