We’re pleased to share that illuma is available in the brand safety marketplace of The Trade Desk.
Advertisers running campaigns in TTD can now benefit from smarter brand safety decisions that help increase campaign scale, while avoiding genuinely unsuitable environments.
A different approach to brand safety
Traditional keyword blocklists restrict scale, limiting relevant campaign reach for buyers and demonetizing quality journalism for publishers.
illuma’s multi-layered contextual decisioning system analyses the full tone, context and editorial nuances of a piece of content, allowing accurate and transparent brand safety decisions to be made based on the true meaning, not surface-level signals.
Using fine-tuned LLMs alongside agentic AI, illuma’s technology unlocks an accurate and granular way of categorising inventory suitability.
What this means for buyers
For advertisers, the integration unlocks additional brand-safe reach without lowering safety standards. Instead of excluding quality inventory through blanket blocking, illuma Sentinel™ identifies genuinely suitable environments with greater precision, helping buyers protect brand reputation while preserving campaign scale.
In practice, this means:
- +30-50% additional brand-safe reach without compromizing safety standards
- Campaigns running in genuinely suitable environments – not just inventory that has avoided a blocklist
- Greater confidence that quality inventory isn’t being written off by blunt tools
- More opportunity to reach audiences across trusted, high-quality media environments
What this means for publishers and media owners
For media owners, the cost of legacy brand safety isn’t just inventory that gets blocked. It’s revenue lost from pages that were never unsafe to begin with.
illuma’s contextual AI changes this narrative, restoring monetization to inventory that was always brand-suitable.
For publishers and media owners using illuma Sentinenl through The Trade Desk, this translates into:
- Up to +20% uplift in available, monetizable inventory
- Fairer treatment of quality journalism and editorial content
- Improved yield across a broader breadth of inventory, including news
- Reduced unnecessary blocking from buy-side keyword filters
Getting started
→ If you’re already using the new contextual experience in The Trade Desk, you can activate illuma Sentinel™ now within your Inventory Controls.
→ If you’d like to see the impact first, set up a risk free test. Contact us at hello@weareilluma.com to get started.
