Mr. Michael Amaro reports

ILLUMIN AND CINT MAKE BRAND MEASUREMENT IMMEDIATE AND ACTIONABLE IN PROGRAMMATIC ADVERTISING

Illumin Holdings Inc., in partnership with Cint Group AB, is bringing self-serve brand lift measurement directly into the campaign setup. This enables marketers to launch studies up to 90-per-cent faster and see results in minutes instead of weeks, so they can act on insights while campaigns are live.

Advertisers have traditionally relied on cost per click (CPC), cost per acquisition (CPA) and return on ad spend (ROAS) to measure performance, but these metrics do not show what drives decisions. Brand measurement does, but it has been slower, handled separately and delivered after campaigns end, when it is too late to act.

Illumin changes this by putting Cint's brand lift measurement directly in marketers' hands, helping them make optimization decisions while campaigns are live. Teams can launch brand studies, understand how campaigns are shaping awareness, ad recall, purchase intent and adjust campaigns in real time without waiting for postcampaign reporting. By embedding measurement into campaign execution, Illumin removes the delay between insight and action, enabling quicker decisions, more efficient use of media spend and stronger campaign performance.

"Brand has always been a key driver of performance, but it hasn't been measured in a way marketers can clearly act on," said Lyndsie Wise, senior director of product marketing at Illumin. "By embedding brand lift directly into campaign execution, we're giving marketers a clearer view of what's actually driving impact and the ability to optimize as campaigns progress."

"Advertisers are looking for faster, more actionable ways to understand the impact of their media on brand outcomes," said Daniel Robinson, senior director, measurement, at Cint. "By bringing Cint's independent measurement closer to execution, insights can directly inform how campaigns are optimized in flight."

With brand lift built into the platform, measurement becomes part of campaign execution rather than a separate step, giving marketers greater control over how campaigns are measured and optimized, and enabling stronger performance outcomes.

About Illumin Holdings Inc.

Illumin is a strategic advertising platform built to help marketers see more and act faster across the open Web. By reducing fragmentation and keeping campaigns connected, Illumin helps brands and agencies get more from every campaign. Headquartered in Toronto, Canada, Illumin serves clients across North America, Latin America and Europe.

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