The future of digital advertising will focus on peoples' active frame of mind and what they are viewing and feeling in the moment, instead of tracking past behavior.
GumGum developed the Mindset Matrix to support advertisers in their mission to provide value to people in digital environments. Grab peoples' active frame of mind through accredited contextual technology and dynamic ad creatives without the use of personal data.
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03 Attention
Global milestones
Goldman Sachs Investment
April 2021
GumGum received a $75 million investment by Goldman Sachs Growth to accelerate the growth of contextual intelligence
MRC Accreditation
July 2021
GumGum is the first independent ad tech provider to earn content-level accreditation for contextual analysis, brand safety and suitability
MAGNA: IPG Media Trials
November 2021
GumGum partners with MAGNA to test the impact of contextual targeting on consumer mindset
GumGum Acquires Playground XYZ
December 2021
First of its kind full-service advertising platform that delivers the Mindset Matrix; creative, content, and consumer attention measurement that is privacy compliant, all in one
GumGum Acquires JustPremium
August 2021
Together, we will become the most powerful global solution for a cookieless future through contextual technology and high-impact creatives
It’s all powered by GumGum’s accredited contextual intelligence platform, Verity™. Verity™ scans text, image, audio and video to derive human-like understandings. These insights are used by the buy-side and sell-side for executing contextually relevant and brand suitable advertising at scale.
GumGum is the first independent ad tech provider to earn MRC Content-Level Accreditation for contextual analysis, brand safety and suitability.
With Verity’s contextual analysis, we make it easier for brands, agencies and publishers to engage people in the right mindset.
02 Our integrated creative suite
GumGum’s integrated product suite offers eye-catching creative that is built to stand out and capture users’ attention in relevant environments. Every high-impact ad is contextually aligned to the consumer's mindset.
“Verity’s Machine Learning allows an advertiser to understand a web page like a human would. ‘Reading between the lines,’ Verity comprehends the holistic and subtle meaning of all text and imagery in an article.”
- Ken Weiner, CTO
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GumGum's accredited contextual technology engine, Verity,™ combined with Playground xyz’s proven attention measurement and optimization solution, allows advertisers to future-proof their attribution strategies by moving past basic viewability metrics to better understand the true effectiveness of their digital campaigns.
01 Context with Verity™
Human-like Content Analysis
GumGum offers the full Mindset Matrix suite; true contextual understanding, impactful creative and consumer attention measurement that optimizes marketing campaigns in real time.
Through the powerful combination of contextual, creative and attention, the Mindset Matrix will enable our industry to better align their digital ads with how humans think and operate to drive attention and meaningful outcomes.
SMART
SUITABLE
EFFECTIVE
We create an impenetrable force where we are able to maximize both consumer experience and ad effectiveness by catching the consumer at the right time in the right digital environment, and understand what is driving their attention.
CONTEXTUAL, CREATIVE & ATTENTION
The mindset matrix
Meeting People in the Moment
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GumGum in the news
Playground xyz pioneered the Attention Intelligence Platform, the world’s first integrated tech stack to measure and optimize towards Attention Time – how long, in seconds, an ad is actually looked at. Playground xyz does this through its AI technology that is trained and verified using real eye-tracking data. Founded six years ago in Australia, Playground xyz has expanded operations across APAC, EMEA, and the US. Demand for the platform has continued to accelerate, with Playground xyz seeing greater than 60% year-over-year revenue growth.
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Capturing mindset is the future of digital advertising
Isaac Bunn
Account Director
ibunn@gumgum.com
(647) 529-9725
