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GumGum unlocks the hidden value of the images and videos across the web, social media and broadcast television to help marketers target their audiences, generate data insights, deliver contextually relevant messaging and understand the impact of their live events sponsorships. Find out more with our interactive guide.


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Whether we want to accept it or not, third-party cookies are on their way out. The European Union has passed the General Data Protection Regulation (GDPR), California has the California Consumer Privacy Act (CCPA) in place, Google is dropping third-party cookies by 2022 and Firefox blocks them by default. With third-party data becoming increasingly regulated, one thing has become extremely clear: Targeted ads will no longer follow us around.

So, now what? What is next for targeted advertising? Contextual analysis could be the answer advertisers are looking for.

By definition, contextual analysis is the scanning of a web page to gain an understanding of the historical, cultural and contextual background of the content. For advertisers, contextual analysis allows for targeting that’s not about tracking user behavior, but instead about the type of content a user has chosen to view. And, it is fast: Millions of web pages can be read in minutes to provide a comprehensive report of the targetable content. …


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In an era of meteoric social change, brand safety tactics are causing division and damaging the very reputations they’re designed to protect. It’s time to redress the balance, writes Phil Schraeder, CEO of artificial intelligence company GumGum, and global marketing consultant, Lisa Licht.

The seismic events of the past six months have taken the cracks already evident in brand safety and turned them into gaping chasms.

Agencies hired to protect corporate image are bringing respected news outlets to their knees by blocking Covid-related search terms. …


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You probably saw the news that GumGum and IRIS.TV have formed a new partnership — but what, you may be wondering, does that partnership mean for marketers and other digital industry stakeholders? It means that marketers buying video ads now have access to the largest volume of contextually targetable video inventory and the most accurate contextual targeting solution together in one place.

How, exactly? That answer starts with understanding the IRIS.TV Contextual Video Marketplace. At the surface, it is a private marketplace platform that brings together DSPs, SSPs, contextual vendors, and ad servers to allow marketers to transact on contextually targetable video ad inventory across the digital video ecosystem, including OTT and CTV. Functionally, that means that IRIS.TV …


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The digital privacy drumbeat got even louder last month when Apple announced significant changes to how advertisers will be able to target ads and evaluate campaign performance on Apple mobile devices.

Apple will roll out iOS 14 later this year — and when it does, apps will no longer have unbridled access to its device’s Identifier for Advertising (IDFA), the ID that advertisers use to track user behavior within and between apps. In order for apps — and the advertisers with whom they share users’ behavior — to operate with the same level of behavioral insights that they currently enjoy, every Apple device user would have to give every individual app they use explicit permission to be tracked “across apps and websites owned by other companies.” How likely are users to grant that permission? …


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It’s quite commonplace in digital advertising for Advertisers, Agencies and Brands alike to maintain and enforce an Allow List (fka Whitelist) across their media buys. For those outside the digital advertising ecosphere, Allow Lists are where advertisers only buy inventory from a list of pre-approved websites. These lists are added as a targeting tactic and typically provide coverage that your ads will only appear in environments that are suitable for your brand.

While these Allow Lists are intended to provide a sense of security and safety for Brands, they come at a cost. The most frequent side effect surrounding the usage of Allow Lists is that these lists by nature limit campaign reach to only sites you’ve heard of, leaving Brands to miss reaching their audiences in other parts of the web. …


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The new integrated video format we quietly launched last month is non-interruptive, unskippable, user-friendly, high impact, adaptable, easy to execute — and represents a brave stop toward a more pleasant, higher quality online future.

BY PHIL SCHRAEDER, CEO

We’ve been mostly quiet about our latest ad format. In fact, there’s a decent chance you haven’t even heard of “In-Video” — unless you caught our beta launch with Sprint last year. The reasons behind our soft launch are manifold, but, as ad spending picks up in Q3, I want to give In-Video a coming out party of sorts. …


But sending that message shouldn’t require that you sacrifice your voice. And it doesn’t have to. GumGum is equipped to bring your brand back to the audiences you stepped away from when you signed off Facebook yesterday — with industry-leading contextual advertising solutions that deliver powerful performance, better safety, and expanded reach, all in an inherently ethical package. …

About

GumGum

We are an applied vision company. We teach machines to see in order to solve hard problems across the media industry.

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