GumGum launches privacy-first ad platform and mindset graph for digital era
GumGum unveils new advertising platform and Mindset Graph, revolutionizing digital ads with contextual, attention-based solutions.
GumGum has introduced two groundbreaking solutions aimed at transforming the digital advertising landscape. The company announced the launch of the GumGum platform and the Mindset Graph on October 3, 2024, just two days ago.
The GumGum platform
The GumGum Platform integrates three core product lines:
- GumGum Contextual: Formerly known as Verity™, this solution employs artificial intelligence for content-based targeting. According to GumGum, it has experienced over 100% year-over-year growth.
- GumGum Attention: Previously called Playground xyz's Attention Intelligence Platform, this tool measures ad attention and links campaign effectiveness to real-world outcomes.
- GumGum Creative: This suite offers high-impact creative solutions across various formats, including display ads, video ads, and CTV ads.
Mindset Graph
Alongside the GumGum Platform, the company has unveiled the Mindset Graph. This proprietary data engine aims to predict and align consumer mindsets with advertiser objectives. It can be accessed through the GumGum Platform or as a standalone solution.
Addressing privacy concerns in digital advertising
The new offerings come at a time when consumers are increasingly concerned about privacy in digital advertising. According to Phil Schraeder, CEO of GumGum, "Old-school, identity-based targeting is all data and no insight. The GumGum Platform and Mindset Graph change that by providing access to contextual, attention, and creative solutions that deliver ads that truly resonate—right time, right mindset, no stalking required."
Technical details of GumGum's solutions
GumGum Contextual
This solution uses AI to detect contextual signals, ensuring ad relevance and brand suitability. It aims to enhance user experience by displaying ads that align with the content being viewed.
GumGum Attention
The attention measurement capabilities of this tool link advertising to tangible brand outcomes. It optimizes ads in real-time, making them more relevant and interesting to viewers.
GumGum Creative
This comprehensive suite of creative solutions is designed to capture attention across various formats. GumGum's creatives run across 40,000 publisher partners and reach more than 820 million unique individuals per month.
The Mindset Graph: a closer look
The Mindset Graph provides insights into the intersection of context, attention, and creative. It identifies ideal contexts, topics, and keywords for ads in real-time, based on content experiences at that moment. This approach aims to solve the matching problem between consumers and advertisers.
Market reach and company background
GumGum, founded in 2008, is headquartered in Santa Monica, California. The company operates in 19+ markets and champions effective advertising that respects consumer privacy.
Key Facts
- Announcement Date: October 3, 2024
- Company: GumGum
- Headquarters: Santa Monica, California
- Founded: 2008
- Markets: 19+
- Publisher Partners: 40,000
- Monthly Unique Reach: 820 million individuals
Summary
- GumGum has launched the GumGum Platform, unifying contextual, attention, and creative advertising solutions.
- The company introduced the Mindset Graph, a predictive data engine aligning consumer mindsets with advertiser goals.
- These new offerings aim to deliver relevant, privacy-respecting ads that enhance user experience.
- GumGum Contextual has seen over 100% year-over-year growth.
- The solutions run across 40,000 publisher partners, reaching more than 820 million unique individuals monthly.
- GumGum operates in 19+ markets and was founded in 2008.