News U.K. has achieved significant improvements in brand safety by replacing Integral Ad Science with Illuma. This strategic change has resulted in a 20% increase in brand safe ad inventory and a more nuanced approach to brand safety, moving away from overly cautious keyword blocking. Illuma's AI tool, Nucleus Narr(ai)te, enables a detailed analysis of content context and style across various publications. This has refined audience segmentation, leading to an increase in accuracy, ultimately enhancing advertisers' confidence and understanding of audience interests.
A year ago News U.K. replaced brand safety heavyweight Integral Ad Science with a little-known company called Illuma, a move that is paying off significantly.
The shift to Illuma has increased News U.K.'s brand safe ad inventory by up to 20%, showing that a nuanced approach can yield positive results.
The introduction of Illuma's AI tool Nucleus Narr(ai)te allows for a more nuanced brand safety assessment, enhancing advertisers' confidence in ad placements.
With Illuma, News U.K. has fine-tuned audience segmentation, resulting in improved accuracy and a deeper understanding of audience interests.
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