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Empowering marketers along their journey

Empowering marketers along their journey

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Awards & recognition

Journey advertising made easy

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A platform that provides the perfect space for journey planning, execution, and reporting – illumin is more than just a DSP. illumin works alongside marketers to empower them. As most marketers know, journey advertising is essential for connecting with customers and making the biggest impact with your dollar. We create that connection between you and your customer with our state-of-the-art, ad technology platform. illumin allows you to take control of your marketing and meet your customers where they are with real-time data alongside easy-to-use, visual planning and reporting tools.

Our story

illumin began its journey in 2009 as AcuityAds. After years of successful growth in the adtech space, it transformed. With an ever-growing need to bridge gaps in journey advertising, and 14 years of rapid growth and expansion, we said goodbye to our AcuityAds namesake, making way for illumin to shine.



Simon “Smith” Cairns joins illumin as CEO.


Acuity rebrands to illumin

illumin’s market success leads to a full company rebrand


Listed on Nasdaq

We hit the Nasdaq!


illumin launches

Marketers are empowered by our new journey advertising platform


Listed on TSX

And we surpass $100MM in revenue. Not too shabby!


Acuity acquires AdMan and Magnetic

We acquire Adman media and Magnetic Media, a streaming video platform and a site-search data & AI platform


Acuity acquires Visible Measures

We acquire Visible Measures, a video analytics technology platform


Acuity acquires 140 Proof

We acquire 140 Proof, a social media data analytics company


Acuity is listed on the TSXV

We are listed on the Toronto Stock Exchange Venture Exchange


Acuity surpasses $10MM in revenue

From humble beginnings, AcuityAds grows exponentially in a few short years


AcuityAds is founded

Where it all started

Our company values



Have the courage to experiment, innovate, ask, and create



Be your authentic self and connect through diversity, equity, and inclusion



Encourage passion without limits, elevating yourself and others



Flourish in a community rooted in support and appreciation

Our leadership

At illumin we are proud to have such an amazing group of people at the helm of our ship. With a wide range of experience and expertise, our executive team represents the best of us.

Simon “Smith” Cairns


With 25+ years of experience in strategic leadership, financial performance and business and corporate transformation, Simon consistently drives growth and innovation in technology/SaaS platforms and services with a focus on continuously adding value for the customer.

As CEO and GM of PNI Digital Media Ltd, Simon spearheaded the company’s evolution into a wholly-owned subsidiary of Staples Inc, achieving remarkable milestones (scaling platform revenue from $400M to $1B, reducing turnover rates by half). Before this, Simon held pivotal roles at ESPN and Simple Star, contributing to significant revenue growth and successful acquisitions. Most recently, Simon led the turnaround of SPUD as CEO, overseeing comprehensive transformation efforts and leading the company toward sustained success as Western Canada’s largest online and omnichannel retail for healthy foods and products. Simon joins illumin as CEO in 2024

Elliot Muchnik

Chief Financial Officer

Elliot is a passionate, accomplished, and strategic leader with 25 years experience in the financial services and wealth management industry. He holds a BBA from York University, an ICD.D designation from the Institute of Corporate Directors, and is also a Certified Public Accountant and Chartered Accountant. He previously served as CFO and Corporate Secretary of Richardson Wealth, a Canadian independent wealth management firm. Muchnik brings his strong operational and finance background to his role as CFO at illumin.

Rachel Kapcan

Co-Founder, Chief Product Officer

Rachel began her career in the world-renowned Unit 8200 of the Israeli Intelligence Corps, whose alumni have founded the backbone of Israeli high-tech, including Check Point, ICQ, and AudioCodes. She specializes in managing multi-million dollar projects for major financial institutions. As a Co-Founder and the CPO at illumin, she built and led the engineering team that developed its cutting-edge, AI-driven real-time bidding system for over 10 years.

Oren Hisherik

Chief Information Technology Officer

As a proven leader in Information Technology with over 25 years of experience, Oren is experienced in helping companies grow their technological capabilities through keen insights and creative ideas. He previously held multiple Executive and R&D roles in Amdocs and ORSUS. As the CITO at illumin, he is responsible for technology, strategy, development, and the operations of our systems.

Joe Ontman

Co-Founder, Chief Business Development Officer

In 1998, Joe founded OTA, a computer-supply company focusing on large enterprises; there he was successful in landing clients like Mount Sinai Hospital, The Hospital for Sick Children, Credit Suisse, The University of Toronto, The Government of Ontario, and many others. In 2007, he founded a successful affiliate marketing company. Joe’s exceptional leadership skills and ability to win business make him a vital addition to illumin.

Kristen Oliver

Chief Empowerment Officer

Kristen holds a MSc in Occupational Therapy and has worked in the personal development field for over 20 years. She is an accomplished author, coach, and speaker. As CEmO of illumin, Kristen will be focusing on cultivating a strong culture of empathy within an actively engaged and thriving illumin community. She will be supporting us all to be our best selves, both personally and professionally.

Seraj Bharwani

Chief Strategy Officer

Seraj is responsible for advancing the state of omnichannel journey marketing. Seraj brings over 25 years of experience in the advertising technology industry with prior stints as co-founder of Strategy & Analytics at Digitas and CSO of Visible Measures where he led the development and adoption of third-party measurement for online video in partnership with Google, Facebook, and Twitter. Seraj is a graduate of MIT Media Lab.

Dr. Nathan Mekuz Ph.D.

Co-Founder, VP of Artificial Intelligence

Nathan has been researching machine learning algorithms for statistical pattern recognition and predictive analytics since 1997, and his work has been published and cited in numerous professional publications, textbooks, and patents. He holds a BSc in Computer Science from York University, an MSc in Computer Science from the University of Western Ontario, and a Ph.D. in Computer Science from York University. Through his expert guidance, illumin’s Machine Learning algorithm has developed into an industry leader.

Josep Tribo
Josep Tribó

SVP, Latin America & Europe

As the Founder & CRO of ADman Media, Josep drives the Latin American and European branches of our business. Josep joined illumin in 2018 with our acquisition of Adman, and now works to provide global marketing professionals with powerful solutions from illumin. With decades of experience, Josep’s perspective and knowledge are true assets to illumin’s international business.

Tony Vlismas

SVP, Marketing

Tony brings his over 13 years of experience to illumin. After starting his career at Apple managing a million-dollar business unit, Tony moved on to build and implement successful full-stack marketing strategies for tech start-ups like Polar, SimpleReach, Wysdom.AI,  Bridgit, and more. Tony’s breadth of experience and creative perspective make him an invaluable member of illumin’s leadership team.

Careers at illumin

Careers at illumin

If you’re looking to join a diverse team and break new ground in Journey Marketing then illumin might be the perfect place for you.

Open opportunities