Adtech company AcuityAds is focusing on journey advertising following its rebranding to Illumin.

The Toronto-based digital advertising company will now do business under the name of its DSP, but will keep its legal name as AcuityAds Holdings. The rebranding and introduction of the journey advertising platform are a culmination of a strategic effort by lllumin to position itself for future growth and innovation.

The Illumin ad platform is a DSP that is focused on the full customer journey, from awareness to conversion, using machine learning algorithms to deliver messages at the right time on the right channels. The platform also provides full-funnel real-time data analytics and insights to help brands optimize campaigns and drive results.

The name change is not only in response to what Illumin calls the “success and adoption” of the platform, but part of a strategic effort by the company to put journey advertising at the centre of what it does and position itself for future growth.

“As consumer needs evolve it’s essential for brands to have a holistic view of their customers’ journeys and the ability to evolve and pivot their campaigns alongside changing consumer behavior,” says Tal Hayek, CEO of Illumin.