GumGum Blog

Articles, Research and Product News to Drive Your Business

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Illustration of GumGum at CES 2023
Events

GumGum at CES 2023

With the ad tech industry in a state of disruption, GumGum was at CES 2023 to lay down the groundwork for success in the upcoming year.

By
Tahoora Palla
Feb 22, 2023
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Illustration of OTT Advertising and How it Can Amplify Your Marketing Strategies
Connected TV

The Basics and Advantages of OTT Advertising

Over-the-top (OTT) Advertising: In this blog post, we will dive into the basics of OTT Advertising, outline its benefits, best practices and future growth in digital advertising.

By
Tahoora Palla
Feb 6, 2023
Contextual vs Behavioral Targeting Graphic
Contextual

Contextual vs. Behavioral Targeting

In this blog post, we will discuss both contextual and behavioral targeting and provide the fundamentals for each solution to help you decide where to invest your marketing dollars to guarantee campaign success next year and beyond.

By
GumGum Team
Dec 29, 2022
graphic depicting a digitized butterfly landing on an outstretched finger
Contextual

Top 3 for 2023!

As we wrap up the year, GumGum has put together key focus areas to help you lay down the groundwork for marketing success in 2023.

By
GumGum Team
Dec 12, 2022
Cookieless targeting image
Contextual

The Ultimate Guide to Cookieless Targeting

In this blog post, we will dive deeper into cookieless targeting, things to consider when developing a cookieless strategy and the rise of contextual targeting as the use of personal data to reach consumers continues to fade.

By
Tahoora Palla
Nov 23, 2022
Illustration of the Voice Coalition (Values, Opportunity, Inclusivity, Culture & Equity)
Culture

Introducing the VOICE Coalition

The VOICE coalition is the primary platform that leads GumGum’s DEIB efforts through the amplification of all voices, especially those that are underrepresented in our communities to foster safe spaces, education and allyship.

By
GumGum Team
Nov 11, 2022
image for types of programmatic advertising
Programmatic

Types of Programmatic Advertising & Best Examples to Gain Campaign Success

Programmatic advertising is one of the most powerful tools in digital marketing. In this blog post, we will break down types of programmatic advertising examples and provide the best actionable insights and tips to drive campaign results.

By
Tahoora Palla
Nov 3, 2022
image showing father and son enjoying CTV
Connected TV

The Best CTV Advertising Examples

The persisting pandemic, growth in streaming services and an abundance of premium content has made Connected TV (CTV) the fastest growing advertising platform right now [Forbes].

By
Tahoora Palla
Oct 26, 2022
Illustration of How to Prepare for a Cookieless Future
Contextual

The Cookieless Future is Coming: Are you Prepared?

By now, it's no shock to anyone that third party cookies are on their way out. In fact, 60% of global web traffic will go cookieless by 2023. In this blog post, we will discuss how marketers can best equip themselves to tackle a cookieless future.

By
Tahoora Palla
Oct 19, 2022
The GumGum Booth at the Black is Tech Conference
Careers

Why GumGum is Taking the Lead to Seek Out Black Tech Talent

Last month, GumGum attended the Black is Tech conference in Atlanta, Georgia to recruit Black and Brown professionals seeking careers in the tech industry.

By
Kayla Smalls
Oct 13, 2022
Illustration of GumGum at the DMEXCO event in Cologne, Germany
Events

DMEXCO Event Recap: GumGum’s Take on the Next Phase of Digital Advertising

Last week GumGum attended DMEXCO, one of Europe’s leading marketing and technology events, to discuss the power of contextual advertising and how it will shape the marketing efforts of the future.

By
GumGum Team
Oct 6, 2022
Illustration of defining what is brand safety in online advertising
Brand Safety

The Complete Guide to Brand Safety

In this blog post, we will break down brand safety and brand suitability, outline protection measures and explain why safety is integral for the success of our brands in the fast approaching cookie-less world.

By
Tahoora Palla
Sep 22, 2022
Illustration of Advertising During a Recession
Contextual

How to Advertise During a Recession

Amidst all of the apprehension about an upcoming recession, one thing remains clear: you should not stop advertising. In this blog post, we will break down how to prepare for a recession, outlining advertising strategies, recession-proof industries and how to achieve sustainable growth in uncertain times.

By
GumGum Team
Sep 7, 2022
Graphic showing GumGum’s integrated header bidding process
Connected TV

What is Connected TV Advertising?

In the wake of the global pandemic, Connected TV advertising, better known as CTV advertising, has become one of the fastest growing channels of the US digital ad spending market. In this blog post, we will break down Connected TV advertising - its b

By
Tahoora Palla
Aug 24, 2022
MMA CEO CMO Summit Event Page
Contextual

MMA Summit 2022: Advertising Insights from GumGum CEO Phil Schraeder

GumGum CEO Phil Schraeder hosted an insightful panel discussion at the MMA CEO CMO Summit 2022. His talk focused on the importance of capturing consumer mindset, advancements in contextual targeting, the emergence of new digital environments.

By
GumGum Team
Aug 17, 2022
Illustration depicting the introduction to the industry
Careers

Ad Tech Jobs: Why You Should Consider a Career in the Ad Tech Industry

With the ad tech industry’s rapid growth, it is prime with opportunities for prospective employees. Here’s why you should be considering a career in the ad tech industry.

By
GumGum Team
Aug 3, 2022
Image of GumGum Verity's Lane Schechter
Contextual

How Verity™ is Prime for New Digital Environments like CTV and OLV

We sat down with the Director of Product, Verity ™, Lane Schechter, to discuss why GumGum’s contextual expertise is a leading alternative to

By
GumGum Team
Jun 24, 2022
GumGum and Beet.TV Talk to Industry Leaders About How They are Tackling a Cookie-free World
Contextual

How Ford, Century 21, Pearle Vision and MAGNA Global Tackle a Cookie-Free World

Contextual Advertising Solutions from Top Industry Leaders on How They are Tackling a Cookie-Free Future

By
Tahoora Palla
Jun 22, 2022
Graphic asking "How will you reach voters?"
Contextual

How Will You Reach Voters? A Comprehensive Guide to Political Advertising Across OLV and CTV

GumGum’s high-impact ads and contextual technology drive persuasion, motivation and GOTV messaging to impact voters across CTV and OLV.

By
GumGum Team
Jun 6, 2022
Graphic of mortar & pestle with the blog title and gumgum logo
Contextual

Simple Tips & Tricks to Target Pharma Through Video and Connected TV

CTV is rapidly becoming one of the most vital digital advertising channels today - providing a plethora of opportunities for pharmaceutical

By
GumGum Team
Jun 3, 2022
Graphic showing the webinar speakers - Phil Schraeder, Akash Jaraith, and Ivy Cheung
Contextual

Tips & Tricks to Win Advertising Business in a Cookieless World

In a new 4A’s webinar, industry leaders from GumGum, Dentsu and UM discuss how clients should think about the future of digital advertising.

By
GumGum Team
May 31, 2022
Image of GumGum Verity's Lane Schechter
Contextual

A Conversation with Director of Product, Verity™, Lane Schechter

GumGum’s contextual intelligence platform, Verity™, has recently partnered with data-enabled technology platform, Xandr, to bring a...

By
GumGum Team
May 20, 2022
Stylized graphic of the page heading
Contextual

GumGum Verity™ is Bringing You an Accredited Content-Level Contextual Solution for Pre-bid Targeting

‍In a new partnership with Xandr, GumGum’s contextual intelligence platform, Verity™ is now available through Xandr’s Invest DSP for...

By
Tahoora Palla
May 13, 2022
Image stating that New Research Proves that People Are More than Ready to Say Goodbye to Audience Tracking
Contextual

79% of UK Consumers Want to See Contextually Relevant Ads

GumGum’s milestone expansion into the EMEA region could not have come at a better time: Audience tracking is out, privacy regulations are...

By
GumGum Team
Mar 31, 2022
A venn diagram showing how gumgum's contextual, creative, and attention capabilities intersect to create the Mindset Matrix
Mindset Matrix

The Mindset Matrix FAQ

The Mindset Matrix is GumGum’s new framework that we believe is the blueprint for the future of digital advertising.

By
GumGum Team
Mar 28, 2022
Graphic showing contextual scanning of a travel video, showing gumgum's in-frame analysis, in-screen analysis, and audio transcription.
Products

GumGum x IRIS.TV’s Groundbreaking Contextual Video Solution

GumGum has proven contextual expertise: All GumGum campaigns use Verity™ which is MRC Content-level Accredited for Contextual, Brand...

By
GumGum Team
Mar 25, 2022
Image of snowy landscape showcasing GumGum's 2021 achievements
Events

Looking Back & Accelerating Forward

With JustPremium and Playground xyz under the GumGum umbrella, it is thrilling to see GumGum firmly making its mark on the international...

By
Phil Schraeder
Feb 23, 2022
Graphic showing dispersed data
Privacy

People’s Data is None of Our Business

GumGum CEO, Phil Schraeder, tells us why digital advertising doesn’t require personal data to be effective

By
Phil Schraeder
Feb 22, 2022
Illustration about contextual holiday advertising
Contextual

Ho, Ho, Hold on Media Buyers

With holiday spending expected to top $1.1 trillion how are you position your advertising in the age of pandemics and supply-chain shortages?

By
GumGum Team
Dec 14, 2021
Thumbnail illustrating top marketing trends for 2022
Contextual

What's Next for 2022: Top Trends

Where is digital marketing headed in 2022? We break down 6 trends you need to know to stay ahead of the game.

By
GumGum Team
Nov 30, 2021
Ensuring brand safety during climate change
Brand Safety

How to Ensure Brand Safety Around Climate Change

How can brand marketers avoid displaying their ads amongst climate change denial content? A comprehensive brand safety strategy is vital to companies looking to advertise responsibly.

By
GumGum Team
Nov 16, 2021
social marketing without facebook
Contextual

A World Without Facebook?

If Facebook holds all the cards in your first-party data, how will you reach customers if you suddenly cannot advertise on Facebook? We help you diversify and plan for social media marketing without Facebook.

By
GumGum Team
Nov 16, 2021
Contextual in video thumbnail
Contextual

Contextual Advertising and OTT

The work from home trend has made OTT advertising a hot commodity. Find out how contextual targeting is changing things.

By
GumGum Team
Nov 16, 2021
Webinar about contextual + creative
Contextual

Why Context + Creative is King in the Age of Attention

In this webinar with MMA, top industry leaders from GumGum, Lumen and Dentsu chat about how advertisers can harness the power of attention-grabbing ad campaigns.

By
GumGum Team
Nov 5, 2021
Brand safety webinar thumbnail
Brand Safety

IAB Tech Lab Summit: Why We Must Build Brand Safe Channels

Lane Schechter, Senior Product Manager at GumGum sat down with top industry leaders for a discussion on brand safety and data protection for the next generation of digital ads.

By
GumGum Team
Oct 25, 2021
Graphic with text that asking if brands know how to reach hispanic customers
Contextual

Want To Reach Hispanic Consumers? You'll Have To Go Beyond Spanish-Language Publishers

The hispanic market is worth over $1.7 trillion. If you are looking for ways to reach hispanic consumers you'll have to look beyond spanish language websites.

By
GumGum Team
Oct 23, 2021
graphic about increasing ad viewability with contextual technology
Contextual

GumGum's Contextual Ad Formats Increase Ad Viewability & Brand Recall

A new method of measuring advertising effectiveness is gaining traction: attention based measurement. Learn what types of ads resulted in increased ad viewability and brand recall.

By
GumGum Team
Oct 21, 2021
UID 2.0 graphic thumbnail
Contextual

Will Unified ID 2.0 rule the post-cookie world?

UID 2.0 is trying to become an alternative to tracking cookies. Who controls this new framework? What are the pros and cons? Should your business jump on the bandwagon?

By
GumGum Team
Oct 4, 2021
Marketing to baby boomers
Contextual

'Boomers have all the money': To lure dollars, meet baby boomers where they are

Find out why many digital marketers are shifting their focus to the increasing spending power of Baby Boomers and how you can use ad tech to reach them more effectively.

By
GumGum Team
Oct 4, 2021
graphic - cookies in digital marketing action plan
Contextual

A Step By Step Post Cookie Action Plan for Digital Advertisers

In this article we help you prepare a post-cookie action plan composed of 7 simple steps to prepare your brand, and your marketing plans, for the cookieless future.

By
GumGum Team
Sep 27, 2021
Programmatic digital advertising traders thumbnail
Contextual

4 Reasons Why We Love Our Traders: GumGum's First-ever Trader's Appreciation Week

This week we are celebrating, recognizing and amplifying the hard work of programmatic digital advertising traders.

By
GumGum Team
Sep 16, 2021
Intro poster for brand safety webinar
Contextual

GumGum x AcuityAds: The Potential of Context in a Cookie-less World

In this brand safety webinar three top advertising executives sit down to discuss whether content can substitute for third-party cookies.

By
GumGum Team
Aug 27, 2021
Contextual video solutions thumbnail
Contextual

Why Contextual Solutions Matter Right Now

Join our chat about contextual intelligence, brand safety and why contextual advertising solutions in video matter right now.

By
GumGum Team
Aug 26, 2021
Media buying in house
Contextual

Is in-housing out, or just in transition?

Find out how brands plan to revamp their in-house teams to navigate an advertising ecosystem that’s less behavioral and more contextual.

By
GumGum Team
Aug 20, 2021
Graphic depicting executive order effect on digital advertising
Contextual

What The Big Tech EO Means for Digital Advertisers

Read our explainer on what types of digital advertising practices that this new Executive Order might curtail and why contextual is a safe and stable alternative.

By
GumGum Team
Aug 20, 2021
graphic depicting keyword contextual targeting
Contextual

The Myths (and Truths) of Contextual Targeting

See how contextual targeting has evolved far beyond simple keyword targeting and into a sophisticated and wide variety of artificial intelligence technologies.

By
GumGum Team
Aug 20, 2021
Graphic of a bus traveling through a landscape of advertisments
Privacy

Road trip summer: How local travel boards are navigating brand safety now

The past 18 months have been a winding road for travel marketers, who who still have to consider COVID concerns. Read how some marketers are coping with the new realities.

By
GumGum Team
Jul 19, 2021
Niche audience graphic
Contextual

Find your people: How to identify and speak to your brand's niche audience

We explore how to boost engagement with your niche audience using creative that speaks directly to them.

By
GumGum Team
Jul 19, 2021
Graphic showing out of home advertising examples
Contextual

Tumbleweeds to turnt: Out of home advertising is using contextual targeting to thrive post-pandemic

Suns out, gums out. After months in pandemic lockdown, restrictions have eased and consumers are ready to spend. No one in the marketing industry is breathing a bigger sigh of relief than out-of-home networks.

By
GumGum Team
Jul 16, 2021
Title card for the IAB State of Data Town Hall
Contextual

State of Data Town Hall: Future of Contextual

IAB's State of Data Town Hall highlighted how the digital advertising industry is at a crossroads. Come learn how contextual advertising technology is the wave of the future.

By
GumGum Team
Jul 1, 2021
Thumbnail illustration of drop in CPMs since Apple dropped IDFA
Contextual

Mobile marketers on IDFA's end: 'We are seeing drops in CPMs'

Mobile marketers are seeing a drop in CPMs since Apple dropped IDFA's. But there is light at the end of the tunnel.

By
GumGum Team
Jun 18, 2021
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