Former Unruly Australia MD Joins AdTech Firm illuma

London-based ad tech firm illuma has expanded to Australia and New Zealand, where it has appointed former Unruly exec Lance Traore as Country Manager ANZ.

The firm uses machine learning to model the interests of existing customers in real-time, to create new 'customer peers' and optimise campaigns. Traore (pictured) joins from News Corp-owned video ad distribution and tracking platform Unruly, where he served as MD for ANZ, responsible for launching and building the operation across the region. Prior to this, he was Unruly's MD for the Nordics, having joined the firm in 2011 as MD for Sweden. Earlier, he worked for brand content distribution business GoViral as Sweden Country Manager, and media communications agency OMD as Investment Monitoring Manager.

In his new role, Traore is tasked with growing illuma's business, forming partnerships with brands, agencies and publishers across both countries and the APAC region as a whole. He will report to illuma's London-based MD Duncan Arthur, who comments: 'Lance is the ideal person to develop and build illuma across the region, and we are delighted to have him join us. This is the first international market we have launched into - and we have prioritised our expansion into Australia and New Zealand as a mark of our belief in them as especially progressive media markets'.

Web site: www.weareilluma.com .