GumGum launches platform prioritising privacy in advertising

GumGum has announced the launch of its GumGum Platform and Mindset Graph, aiming to transform digital advertising through respect for privacy and enhanced user experience.

The GumGum Platform integrates three core solutions: GumGum Contextual, GumGum Attention, and GumGum Creative, designed to unify contextual, attention, and creative advertising strategies.

Phil Schraeder, Chief Executive Officer of GumGum, highlighted the platform's objective: "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."

GumGum's new approach is intended for today's digital consumer, who prioritises privacy. The company aims to transition from traditional identity-based advertising, which it claims has led to consumer fatigue and distrust.

Schraeder commented, "Old-school, identity-based targeting is all data and no insight. We're proving you can build genuine connections without invading people's digital lives. It's advertising technology that respects your privacy and actually works."

GumGum Contextual, part of the new platform, uses artificial intelligence to enhance user experience by detecting contextual signals and ensuring ads align with content. According to GumGum, this solution has achieved over 100% year-over-year growth by delivering impactful performance while maintaining alignment with consumer and brand values.

GumGum Attention offers real-time ad optimisation. By measuring consumer attention, it aims to link advertising campaigns to tangible real-world outcomes. The solution promises to enhance user experience while offering better results for advertisers.

GumGum Creative offers a comprehensive range of advertising formats, including display, video, and connected TV ads, reaching over 820 million unique individuals monthly. These solutions work across 40,000 publisher partners and aim to capture consumer interest effectively.

In addition to the platform, GumGum has introduced the Mindset Graph, a predictive data engine that identifies ideal contexts, topics, and keywords for ads in real time. This engine aims to provide advertisers with in-depth insights into aligning consumer mindsets with advertiser goals, enhancing every stage of the advertising process.

Since its founding in 2008, GumGum has focused on revolutionising digital advertising by specialising in contextual advertising and enhancing user engagement. The company utilises advanced technologies, including artificial intelligence and machine learning, to provide targeted advertising solutions.

The GumGum Platform and Mindset Graph launch highlights the company's commitment to privacy-focused digital advertising. By integrating solutions that enhance user engagement and deliver relevant content, GumGum addresses the evolving needs of both consumers and brands. This innovative approach signifies a shift from traditional targeting methods, offering a promising pathway for fostering genuine connections in a privacy-conscious landscape.