GumGum Overview
GumGum is a pioneering contextual-first technology leader in the digital advertising landscape, known for its innovative solutions that enhance the efficacy and user experience of online advertising.
What GumGum Does
GumGum is designed to transform digital advertising by providing advertisers with tools to deliver relevant, non-invasive, and highly effective ad campaigns. The platform focuses on leveraging contextual intelligence, attention measurement, and creative solutions to align ads with consumer mindsets, all while respecting user privacy.
Key Features and Functionality
GumGum Platform
The GumGum Platform is the flagship solution that unifies three main product lines:
- GumGum Contextual: This component, formerly known as Verity™, uses artificial intelligence to analyze text, images, videos, and audio to provide meaningful, content-based targeting signals. It ensures ads are relevant to the content being viewed, aligns with brand values and suitability, and enhances user experience by avoiding unsafe or inappropriate content.
- GumGum Attention: This product measures ad attention and links campaign effectiveness to real-world outcomes. It optimizes ads in real-time to make them more relevant and interesting, reducing the likelihood of them being ignored. This approach benefits both users and advertisers by enhancing the user experience and delivering better results for advertisers.
- GumGum Creative: This suite offers high-impact creative solutions across various formats, including display ads, video ads, and Connected TV (CTV) ads. These creatives are designed to capture attention and resonate with audiences. GumGum’s creatives reach over 820 million unique individuals per month through 40,000 publisher partners.
Mindset Graph
The Mindset Graph is a proprietary predictive data engine that aligns consumer mindsets with advertiser goals. It identifies ideal contexts, topics, and keywords for ads in real-time, ensuring that ads are relevant and engaging across all digital platforms. This tool enhances every stage of the advertising process, from planning and activation to optimization and reporting, while maintaining a focus on privacy.
Advanced Technologies
- Computer Vision and Natural Language Processing (NLP): GumGum employs computer vision to scan images, videos, and surrounding content to place contextually relevant ads where users are most likely to see them. NLP is used to analyze text and ensure ads are placed in contextually relevant moments.
- Server-to-Server Integration: Publishers can connect directly to GumGum’s premium demand through OpenRTB, Prebid S2S, or Amazon TAM/UAM, facilitating seamless integration and monetization of ad inventory.
In-Video Advertising
GumGum’s In-Video product, powered by patented Server-Side Ad Insertion (SSAI) technology, integrates ads directly into video streams, capturing consumer attention during the most engaged moments. This technology automates the ad insertion workflow, allowing for dynamic overlays post-production and additional revenue streams for publishers beyond traditional ad breaks.
Brand Safety and Contextual Relevance
GumGum ensures that ads are not displayed on web pages with unsafe content, such as porn or violence, maintaining brand safety and suitability. The platform automates tagging and preserves inventory, ensuring that ads are always contextually relevant.
Conclusion
In summary, GumGum offers a comprehensive suite of tools that leverage AI, computer vision, and NLP to deliver highly relevant, attention-grabbing ads while prioritizing user privacy and brand safety. Its integrated platform and innovative technologies make it a leader in the digital advertising industry.