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illumin Holdings Inc T.ILLM

Alternate Symbol(s):  ILLMF

illumin Holdings Inc. provides a journey advertising platform, which enables marketers to reach consumers at every stage of their journey by leveraging advanced machine learning algorithms and real-time data analytics. It enables advertisers to connect intelligently with audiences across online display, video, social and mobile campaigns. Its Programmatic Marketing Platform, powered by machine learning technology, is at the core of its business, accompanied by patented solutions for analytics-led video and mobile targeting that leverages data. It enables marketers by offering near real-time reporting and analytics, bringing accountability to programmatic advertising to deliver business results and help solve the challenges that digital advertisers face. Its illumin software offers advertising automation technology that offers planning, media buying and omnichannel intelligence from a single platform.


TSX:ILLM - Post by User

Comment by Torontojayon Jan 27, 2022 6:26am
143 Views
Post# 34365628

RE:RE:RE:Historical volatility

RE:RE:RE:Historical volatility

jcjohn36 wrote: A new CFO with no tech experience IMO is a negative for the company. Illumin is a product for tier 2 type companies, most large advertisers have their own trading desk and don't need Illumin's DSP.
My guess you will see a fair size acquisition like Magnite did last year - the industry is ripe for consolidation. This should also the SP.

JC


I disagree that Illumin is only for tier 2 type clients. 

I will use Purple Mattress again as an example. They have built a strong in-house marketing team that's responsible for a lot of video content they put out there but they still hire a bunch of ad agencies to fill the gap. Acuityads would be one of them. A large advertising company does not have programmatic experience to effectively compete with the larger dsp players of the world. Just to put things into perspective, Acuityads spent over $100m to perfect their technology over the years and any large brand would have to do the same to effectively compete. You need a lot of money and a lot of time. In a nutshell, just because a large brand (advertiser) has an in-house marketing team does not mean that they have programmatic advertising experience. They may need to hire other ad agencies to fill the gap.
 

In the past, if a company had no marketing expertise they would simply hire an ad agency to run the campaigns for them. With Illumin, being a self serve platform, any company can run the campaigns themselves. This gives the company good bang for their buck as ad agencies could have a large mark-up on inventory ad slots. 

Look for an acquisition to solidify their competitive advantage as they are likely to acquire a company with search engine marketing/social media expertise to give a more complete picture of the consumer journey in the digital world. Illumin would then become the ultimate dsp platform that no other company would have. 

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