June 13, 2024

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What GumGum’s Valuation Signifies for the Future of Ad-tech

2 min read

GumGum is swimming in gold. The contextual ad-tech business raised $75 million in new funding from Goldman Sachs before this week, putting its valuation north of $700 million

Even though ad-tech businesses scramble to come across focusing on solutions in the encounter of the coming “cookiepocalypse,” GumGum’s solution (without having relying on Apple or Google’s sweet, sweet supply of own data) utilizes AI and monitor scanning to match advertisements with all facets of content—from text to sentiment to frame to audio, and all points in amongst, in accordance to the company’s CEO, Phil Schraeder.

“We have to appear to the realization as an business that top quality pricing signifies you are really processing and seeking at all those people parts of information,” Schraeder told Advertising and marketing Brew. “Contextual [advertising] is one particular of the tried and correct approaches that respects a man or woman, their privacy and their knowledge.” 

Contextual promoting has its skeptics. In accordance to a Lotame report, a wonderful 69% of marketers are self-confident contextual advertising and marketing could switch qualified marketing. 

But, most will however invest on first-get together knowledge, in accordance to yet another report by the Interactive Advertising Bureau.

  • Only 24% claimed they’d commit in contextual marketing.

GumGum, whose clients incorporate Jeep, Clorox, and Unilever, aims to transform individuals skeptics by creating benchmarks for contextual advertising as an marketplace. 

Schraeder explained his company will use this dollars injection to acquire “companies that are complementary” to what it is currently undertaking (i.e., more contextual ad retailers), which will beef up its individual “solutions” even though also increasing and presenting its solutions globally.  

“[The industry is] jogging to obtain a resolution with cookies likely away everything’s on hearth in the barn,” Schraeder claimed. “Where there is personal facts getting concealed or masked anonymously, there is certainly anyone that can locate a way to get it.” — RB

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