The tool works by extending Zeotap audience targeting with contextual expansion run by Illuma, which allows clients to scale reach and provides insights into how their target audience behaves online.

Matt Bennathan, chief commercial officer at Zeotap Data, said: “This partnership is more than just a response to industry changes; it’s a proactive step towards a new era of digital advertising.

“We're combining Zeotap’s data-driven capabilities with Illuma’s cutting-edge contextual AI to offer a solution that’s not just a cookie alternative, but a smarter, more effective way to reach relevant, incremental audiences.”

Peter Mason, founder and chief executive at Illuma, said: “This new collaboration between Illuma and Zeotap offers advertisers a deeper understanding of audience interests based on live contextual behaviour, and the chance to significantly increase qualified reach and drive outcomes using the latest AI technology.”