Websites using GumGum

Okay, let s break down GumGum, a well-established player in the digital advertising space.

GumGum Overview

GumGum is a global technology and media company specializing in contextual advertising. Instead of relying solely on user data (like cookies), GumGum s core technology analyzes the content of web pages (text, images, and video) to understand its meaning and context. This allows them to serve ads that are highly relevant to the specific content being consumed, aiming for improved engagement and performance.

Here s a breakdown of their key offerings:

• Contextual Intelligence: Their core technology that uses AI and computer vision to understand the content of websites.
• Contextual Targeting: Matching ads to relevant content, driving performance without needing personal data.
• In-Image Advertising: Placing ads within images on a page, often in a native format.
• In-Screen Advertising: Delivering ads within the content experience.
• Video Advertising: Integrating contextual insights into video campaigns.
• Verity Platform: Their contextual intelligence platform used by advertisers to manage their campaigns.
• Publisher Suite: Tools and integrations for publishers to monetize their content using GumGum s contextual solutions.

Key Strengths:

• Cookie-less Approach: Positions them well for a future focused on privacy-first advertising.
• Contextual Relevance: Aims to deliver ads that are more engaging and less intrusive.
• AI and Computer Vision: Leveraging advanced technology for understanding content.
• Diverse Ad Formats: Offering a range of ad placements, including image, display and video.

Revenue

GumGum is a private company, so exact revenue figures are not publicly available. However, based on industry reports and their scale of operations, their revenue is estimated to be in the range of hundreds of millions of dollars annually. They have demonstrated growth, particularly as the industry moves away from cookie-based targeting.

Alternatives

The advertising technology landscape is competitive. Here are some alternatives to GumGum, categorized by type:

• Other Contextual Advertising Platforms:
  • IAS (Integral Ad Science): Provides contextual targeting and brand safety solutions.
  • Peer39: Offers a contextual data platform for precise targeting.
  • Seedtag: Focuses on contextual advertising with creative in-content formats.
  • DoubleVerify: Provides brand safety and contextual solutions.
  • Adelaide: Focuses on attention-based metrics and media buying, often partnering with contextual companies
• Traditional Advertising Platforms (with Contextual Capabilities):
  • Google Ads (formerly Google Adwords): Offers contextual targeting on the Google Display Network (GDN) and YouTube.
  • Magnite (formerly Rubicon Project/Telaria): A large sell-side platform that incorporates contextual targeting.
  • Xandr: Provides a technology platform for advertisers and publishers that can include contextual offerings.
• Privacy-Focused Advertising Solutions:
  • Unified ID 2.0: An open-source identity solution backed by The Trade Desk.
  • LiveRamp: A data connectivity platform that can provide privacy-safe audience targeting.
  • Private Marketplace (PMP) Deals: A way to directly buy inventory from publishers to better reach desired audiences in a privacy conscious manner.

Pricing

GumGum s pricing is not publicly listed and is typically determined through negotiations. Generally, they use a few common pricing models:

• CPM (Cost Per Mille): Advertisers pay for every thousand impressions (times an ad is displayed).
• CPC (Cost Per Click): Advertisers pay when a user clicks on their ad.
• CPV (Cost Per View): Typically used for video ads where advertisers pay when the video ad is viewed.
• CPA (Cost Per Acquisition): Advertisers pay when a specific action (e.g., a purchase or lead submission) occurs as a result of the ad.

GumGum s pricing will vary based on:

• Ad format: In-image ads might have different CPMs than video ads.
• Targeting parameters: More specific and granular contextual targeting may command a higher price.
• Campaign scale: Larger campaigns may qualify for better rates.
• Publisher Inventory: Depending on the quality of publisher sites where ads are shown the price may differ.

Customer Care Details

GumGum offers customer care and support to both advertisers and publishers. While exact details are not publicly available across all levels, here is what you can expect from them:

• Dedicated Account Managers: Larger clients and partners are usually assigned a dedicated account manager who will assist with campaign planning, strategy, and troubleshooting.
• Technical Support: For technical platform and integration issues, they should provide technical support teams.
• Training and Onboarding: They will typically provide training and onboarding materials for advertisers and publishers who are new to the platform.
• Knowledge Base/Documentation: Access to documentation and frequently asked questions to self-help on basic questions.
• Email and Ticket Support: Channels for customers to reach their support team through email and ticketing systems.
• Case Studies and Best Practices: GumGum shares case studies and best practice documentation to help clients optimize their campaigns.
• Industry Events: Representatives of GumGum attend industry events, and customers can connect with them there or through private demos.

How to Contact GumGum for Support:

• Website Contact Form: You can usually find a contact form on their website.
• Sales Contact: If you re interested in their products, reach out to their sales team.
• Existing Client Support: If you re already a customer, contact your account manager.

Key Takeaways:

• GumGum is a significant player in the contextual advertising space, leveraging advanced technology.
• They offer a range of ad formats and targeting options using context over personal data.
• Their pricing varies based on several factors and is usually negotiated privately.
• They provide client service through dedicated account managers, tech support, and training.

If you are considering GumGum, I recommend reaching out to their team directly through their website to get a personalized quote, demo, and specific support details.