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Praetura Ventures, Social Chain co-founder Dominic McGregor and Ex-Apple executive back adtech business

Social chain, Praetura Ventures

Social Chain co-founder Dominic McGregor, venture capital firm Praetura Ventures and Colin Greene, Apple’s former director of US consumer retail, have been named as investors of adtech business Illuma.

Former Apple executive Colin Greene, who is responsible for Manchester-headquartered Prateura’s portfolio companies and founders as an operational partner, will also join the Illuma Technology board as well as investing alongside Praetura Ventures.

Praetura operational partner Dominic McGregor, who is also investing in the adtech business through Praetura Ventures, will work with the company as a consultant to help with the company’s expansion into social.  

Illuma, which is based in London and works with clients including Coca-Cola, VW and Sky, is seeking to improve ad campaign performance without using personal data. 

The adtech business plans to use the investment to grow its technology, business development and client services teams as well as increase its presence in the US. Illuma also plans to use the investment to expand the business into connected TV, audio and social media. The financial details of the investment have not been disclosed.

Dominic McGregor and Colin Greene were among four new operational partners appointed by Praetura Ventures in 2021.

Dominic McGregor (pictured, right) said: “Illuma Technology’s ad platform is an incredibly exciting prospect for advertisers, who are constantly looking for innovative ways to improve ROI and reach audiences they may not be targeting currently. With ongoing conversations around privacy and the future of advertising after cookies, Illuma is well poised to disrupt the industry and do something incredibly unique and exciting.”

Peter Mason (pictured, centre), co-founder and CEO of Illuma, added: “Illuma has the privilege of being the right technology at the exact right moment in time, and we are excited to be offering a solution to the greatest challenge in digital advertising. Bolstered by this new investment from Praetura and with the unparalleled expertise of Colin Greene and Dominic McGregor guiding our next steps, the future looks very bright indeed for Illuma and the brands we work with.”

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