GumGum: The Contextual Intelligence Platform for Online Advertising
GumGum is a company that uses artificial intelligence to see and analyze the full content of a web page in a whole new way.
Unlike other advertising platforms that rely on personal data and cookies, GumGum delivers relevant and engaging ads based on the context of the page, without compromising user privacy or brand safety.
What is Contextual Advertising?
Contextual advertising is a type of online advertising that matches ads to the content and the user’s mindset, rather than their personal data or browsing history.
Contextual advertising is more respectful of user privacy, as it does not require tracking or collecting user data.
Contextual advertising is also more effective, as it delivers ads that are more likely to interest and influence the user, based on their current intent and mood.
How GumGum Works
GumGum’s contextual intelligence platform, Verity, scans and understands the text, images, audio and video of a web page, and assigns it a contextual category and a brand safety score.
Based on these signals, GumGum serves high-impact ads that match the content and the user’s mindset, resulting in higher attention and performance.
GumGum offers a variety of ad formats, such as:
- In-image: Ads that appear within or over the images on a web page, creating a natural and seamless integration with the content.
- In-screen: Ads that appear as the user scrolls down the page, filling the entire screen with an immersive and interactive experience.
- In-game: Ads that appear within the game environment, such as on billboards, walls, or vehicles, enhancing the realism and engagement of the game.
- In-video: Ads that appear within or over the video content, such as pre-roll, mid-roll, or post-roll, delivering a captivating and relevant message to the viewer.
- Connected TV: Ads that appear on smart TVs, streaming devices, or gaming consoles, reaching the cord-cutting audience with premium and personalized ads.
GumGum also provides real-time attention metrics and optimization tools that help advertisers measure and improve their campaign performance. Some of these metrics and tools are:
- GumGum Sports: A platform that measures the value of sports sponsorships across broadcast TV, social media, and streaming platforms, using computer vision and natural language processing.
- GumGum Visual Intelligence: A platform that analyzes the visual content of social media posts, such as logos, products, or celebrities, and provides insights into brand awareness, sentiment, and engagement.
- GumGum Verity Impact: A tool that measures the impact of contextual advertising on key performance indicators, such as brand lift, sales lift, or return on ad spend, using advanced attribution models.
Why Choose GumGum
GumGum is a leader in contextual advertising, with over 13 years of experience and innovation. GumGum works with some of the world’s largest brands and publishers, reaching millions of consumers across hundreds of premium websites.
GumGum is also committed to diversity, equity, inclusion and belonging, and supports various social and environmental causes.
By choosing GumGum, you can benefit from:
- Privacy-forward advertising that respects user data and complies with regulations, such as GDPR, CCPA, and ePrivacy.
- Brand-safe advertising that avoids inappropriate or harmful content, such as violence, hate speech, or fake news, using Verity’s advanced content analysis and scoring.
- Contextual advertising that delivers relevant and engaging ads in the moments that matter, using Verity’s deep understanding of the web page content and the user’s mindset.
- High-impact advertising that creates memorable and immersive experiences, using GumGum’s innovative and attention-grabbing ad formats.
- Attention-based advertising that measures and optimizes campaign performance, using GumGum’s real-time attention metrics and optimization tools.
How to Get Started with GumGum
If you are interested in advertising with GumGum, you can contact them to get a demo and learn more about their solutions.
You can also sign up for their free certification course, GumGum University, which will give you a foundational understanding of contextual advertising.
If you are a publisher who wants to monetize your audience with GumGum, you can apply to join their exchange, which is enriched with brand safety in every impression.
You can also download their comprehensive guide to their ad units and learn how to optimize your inventory.
