The Future of Audience Targeting with GumGum
Created: 08.01.20
Updated: 08.27.20
Drive
Verity™, the most sophisticated contextual intelligence for cookieless targeting and brand safety
Proprietary technology
Quality inventory across thousands of trusted publisher sites
Quality inventory
Ad products built to stand out, and get attention
Eye-catching ad products
Consumers are more likely to see, engage and recall a GumGum ad
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Better performance
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Why GumGum?
GumGum offers sophisticated contextual intelligence technology, beautiful ad formats across all screens and quality publishers representing all content categories.
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Introduction to Verity™
REVERSE
fORWARD
MRC Accreditation
GumGum is the First Independent Ad Tech Provider to Earn MRC Content-Level Accreditation For Contextual Analysis, Brand Safety and Suitability.
What Does That Mean?
GumGum’s content-level solution, Verity™, goes one step deeper than property-level analysis by incorporating all available signals (text, image, audio and video) within an environment rather than just text. There are two levels of accreditation possible: property-level and content-level. Property-level only requires consideration of text, whereas content-level requires consideration of imagery, text, audio and video.
Learn more
Verity™ is a contextual intelligence technology that can comprehensively analyze text and image content on a web page to ‘read between the lines’ and derive human-like understanding.
Hone in on page-level content that will amplify your brand message
Align with the most relevant content
Reach your desired audience without relying on personal data or cookies
Future-proof your targeting
Avoid unsafe content, without constraining campaign reach or performance
Achieve brand safety and suitability
Full-page analysis
Enhanced Performance
Verity™ is more accurate than competitors, while driving better results more efficiently.
#1 in contextual and better than behavioral
CCPA and GDPR restrictions are limiting consumer data sources that power targeting tactics like behavior, demographic and geo.
More accurate
A Dentsu Aegis Network study, overseen by a third party researcher, demonstrated that Verity™ identifies relevant page content more accurately than leading competitors.
69%
Competitor A
Competitor B
Competitor C
GumGum Verity™
In the same study, compared to behaviorally targeted ads, Verity™ was more efficient.
In a study conducted with SPARK Neuro, contextually relevant ads outperformed.
43%
More Neural Engagement
2.2x
More Memorable
#1 in contextual
Better than behavioral
41%
48%
Lower Cost per Viewable Impression
Lower Cost Per Click
Brand Safety at the Page Level
With Verity™, an advertiser can steer clear of unsafe content while targeting the most highly relevant inventory.
Unlock safe inventory across verticals Reach consumers on the most highly relevant and safe inventory that keyword-only solutions would unnecessarily eliminate Ensure that you don’t miss out on better-performing inventory
Benefits of page-level brand safety
How Verity’s™ brand safety works
Identifies and scores 9 threat categories: Disaster, Drugs, Hate, Illegal, Illness, Sexual, Malware, Obscene, Violence Characterizes sentiment: Proportion of positive, neutral, negative tone on the page Determines overall page safety
As the pandemic was unfolding, Verity accurately deemed ‘safe’ 67%+ of pages containing a covid-related keyword in the GumGum publisher network.
Safe
Unsafe
We use WhiteOps to block invalid traffic, and can layer on 3rd party vendors for additional verification, brand safety, and measurement.
CONTEXTUAL, CREATIVE & ATTENTION
GumGum offers the full Mindset Matrix™ suite; true contextual understanding, impactful creative and consumer attention measurement that optimizes marketing campaigns in real time. Through the powerful combination of contextual, creative and attention, the Mindset Matrix™ will enable our industry to better align their digital ads with how humans think and operate to drive attention and meaningful outcomes. Each is independently important, but together can unlock the future of digital advertising, leaving no need for the cookie or the use of personal data.
The Mindset Matrix™
Key time periods
November
LA Auto Show Year End Sales Event Latin Grammys MLS Soccer Finals
CES Sales Events (Bonus Cash) MLK Jr. Day
January
Super Bowl NCAA Football National Championship Black History Month Daytona 500 Presidents Day Sale Winter X Games Grammys
February
President’s Day Sale SUV Season Oscars NCAA March Madness Chicago Auto Show Int’l. Women’s Day SXSW
March
NY Auto Show Earth Day NY Fashion Week NCAA Final Four NHL Stanley Cup World Health Day Diversity Month
April
Memorial Day Sales Event MLB Opening Day Billboard Music Awards
May
Father’s Day Detroit Auto Show BET Awards The Masters Tournament NBA Finals Juneteenth World Environment Day
June
Summer Sales Event Premios Juventud Essence Fest Fourth of July
July
N.A. Int’l Auto Show 4th of July Incentives US Open Tennis Back to School Season Women’s Equality Day
August
CMT Awards Labor Day Events NFL Kickoff MLB World Series Tech Crunch World Cleanup Day Drive Electric Week Zero Emission Day
September
October
Truck Season Halloween Manufacturing Day Made in America Showcase Energy Efficiency Day Int’l. Day of Climate Action First Responders Day
Holidays Black Friday Sales Cyber Monday Year End Events SUV Season
December
Surround or own relevant content and events with VerityTM to increase awareness, performance, and block out the competition
While GumGum has access to thousands of audience segments, advertisers soon will not be able to rely on cookies to reach their audiences.
Instead, GumGum can identify and contextually target the most relevant and safe content to reach a desired audience 100% cookie-free using Verity™.
You can reach any audience without cookies, using GumGum’s contextual intelligence technology, Verity™
Even better, Verity™ is more cost efficient and opens up scale across site verticals.
You can reach any audience without cookies, using GumGum’s contextual intelligence technology, Verity
Cookieless Targeting
A25-64, predominantly male, often married with children
Reach your TRUCK audience using Verity, without cookies, at 2-5x scale, and 40%+ lower cost
Core
Growth
Outdoor: boating, hunting, fishing, hiking, camping, golf Fan Of: hockey, football, rodeo, NASCAR, MMA At Home: cooking, DIY, home improvement, woodworking For Fun: playing video games, visiting amusement parks Music: rock & roll, country
Millennials skewed male, and women A25-54 with higher education
• Motorcycles • Pickup Trucks
• Baking • Healthy Cooking & Eating • Vegan Diets • Vegetarian Diets • World Cuisines
• Amusement & Theme • Parks • Award Shows • Camping • Comedy Events • Outdoor Activities • Parks & Nature • Theater Venues & Events
Automotive
Cooking
Events & Attractions
• Console Games • eSports • Sports Video Games • Video Games
Gaming
Healthy Living
• Home Entertaining • Home Improvement • Home Security • Interior Decorating • Landscaping • Outdoor Decorating • Remodeling & Construction • Smart Home
Home & Garden
Hobbies
• Comedy Movies • Family & Children • Movies
Movies
• Classic Rock • Country Music • Rock Music
Music
• Marriage & Civil Unions • Parenting Babies & Toddlers • Parenting Children A4-11
Family & Relationships
Sports
Pop Culture
• Woodworking
• Fitness & Exercise • Men’s Health • Nutrition • Running and Jogging • Smoking Cessation • Wellness
• Auto Racing • Boxing • College Football • Fishing Sports • Football • Golf • Hunting & Shooting • Ice Hockey • Martial Arts • Motorcycle Sport • Rodeo • Sailing • Skiing • Snowboarding
• Humor & Satire
Sample Content Categories
available to target on any campaign
Audience Characteristics
that may be relevant for a campaign
Outdoor: snow-sports, running Fan Of: boxing, award shows, comedy, active & healthy lifestyle At Home: home tech and security, entertaining, outdoor decor For Fun: riding motorcycles, attending live theater
Reach your SUV/MINIVAN audience using Verity™, without cookies, at 2-5x scale, and 40%+ lower cost
Spending: financially in-charge, typically with high credit score Outdoor: tennis, golf, winter sports, paddle boarding, camping Interests: outdoor recreation, men’s fashion, dancing Fan Of: basketball, especially march madness At Home: likely to have vacation/rental home, entertaining
A40-49 slightly skewed male, with HHI $100K-$150K Spending: financially in-charge, typically with high credit score Outdoor: tennis, golf, winter sports, paddle boarding, camping Interests: outdoor recreation, men’s fashion, dancing Fan Of: basketball, especially march madness At Home: likely to have vacation/rental home, entertaining
A25-54, with HHI $116K+, college, employed full-time
Lifestyle: active families, on-the-go, connected, adventurous Priorities: career, social life, vacations, family time Interests: home entertaining, social media
• SUVs • Minivan
• Vacation Properties • Real Estate Renting & Leasing • Houses
Real Estate
• Home Financing • Personal Investing • Retirement Planning • Credit Cards
Personal Finance
• Home Entertaining • Outdoor Decorating
• Tennis • Golf • Skiing • Ice Hockey • Figure Skating • Snowboarding • Surfing & Surfboarding • Olympic Sports • Gymnastics • Canoeing & Kayaking • Soccer • Volleyball • Football • Basketball • College Basketball • College Sports
• Men’s Fashion • Men’s Jewelry & Accessories
Style & Fashion
• Outdoor Activities • Graduation • Parks & Nature • Sporting Events • Personali Celebrations • Bars & Restaurants
• Dance
Fine Art
• Parenting Teens
Tech & Computing
• Social Networking • Smartphones • Wearable Technology Email • Tablets & E-readers • Home Entertainment
Travel
• Family Travel • Adventure Travel • Honeymoons & Getaways • Beach Travel
A25-64, with HHI $250K+, college or grad school, often have teens
Reach your LUXURY HYBRID audience using Verity, without cookies, at 2-5x scale, and 40%+ lower cost
Spending: financially confident, willing to spend on luxury items and new products and services Priorities: career progression, family growth and wellbeing Interests: trying new technologies
A25-64 though often younger, with HHI $100K-$150K Spending: willing to spend on green products, driven by values Priorities: self-improvement, using tech to make life easier Interests: outdoor adventure, life experiences, travelling with family For Fun: billiards, lawn games, collecting sports memorabilia, going to spas and theme parks At Home: home improvement, decorating for bedroom and bar
• Wellness
• Green Vehicles • Luxury Cars
• Home Improvement • Interior Decorating
• Collecting
Healthy LIving
• Billiards
• Designer Clothing • High Fashion
• Real Estate Buying & Selling
• Career Advice • Career Planning
Careers
• Amusement & Theme Parks • Award Shows • Graduation • Outdoor Activities • Prom
• Financial Planning • Home Financing • Personal Investing • Retirement Planning
• Adventure Travel • Family Travel • Spas
• Consumer Electronics • Robotics • Virtual Reality • Wearable Technology
• Environment
Science
Spending: willing to spend on green products, driven by values Priorities: self-improvement, using tech to make life easier Interests: outdoor adventure, life experiences, travelling with family For Fun: billiards, lawn games, collecting sports memorabilia, going to spas and theme parks At Home: home improvement, decorating for bedroom and bar
Reach your SUV/CROSSOVER audience using Verity™, without cookies, at 2-5x scale, and 40%+ lower cost
Reach your CAR/SEDAN audience using Verity, without cookies, at 2-5x scale, and 40%+ lower cost
Spending: going to gym, running, doing yoga/pilates Interests: creative arts, cuisine and shopping for fresh ingredients For Fun: word games, board games, Shark Tank At Home: cooking, videogamers, avid TV watchers
A21-40, skewing younger, with HHI $70K+, often first time car buyers
Lifestyle: millennials, young couples, recent grads, new to city Atitudes: digital leaders, stylish, suburban/urban Interests: fashion, social media, social justice, current events
• Arts & Crafts • Games and Puzzles • Board Games
• Auto Buying & Selling • Sedan • Station Wagon • Convertible • Coupe
• Healthy Cooking and Eating • Food Movements • Cooking • Vegetarian Diets • Vegan Diets • World Cuisines
Food & Drink
• Dating • Single Life • Parenting children 4-11
• Real Estate Buying & Selling • Apartment
• Smartphones • Tablets and E-readers • Social Networking • Wearable Technology
• Fashion Trends
Television & Movies
• Angel Investing • Venture Capital • Job Market • Non-profit Organizations
Business & Finance
• Career Advice • Apprenticeship • Career Planning • Job Search
• Graduation • Theatre Venues and Events • Fashion Events • Wedding • Baby Shower
•News TV • Documentaries • World Movies • Reality TV
• Fitness and Exercise • Running & Jogging • Wellness
Conquesting. Blocks top competitors from surrounding this type of content within our premium platform Context. Your brand stays top-of-mind among users consuming relevant content. Performance. Better performance than other targeting strategies
Exclusively own content to increase share-of-voice
Align your brand with the most relevant content and images that matters the most to your audience.
Contextual sponsorship details
Contextual sponsorship benefits
Targeting. Custom contextual targeting Exclusivity. First look/exclusivity within GumGum’s platform
Higher CTR
8.0x
Higher Viewability
1.7x
Discover and own the most relevant content for any tentpole marketing event
Quality Inventory
Reach of the total online US population
98%
Verity™ makes trusted, quality sites more valuable to advertisers
GumGum offers quality inventory across all verticals and the ability to target page-level content across those sites.
Comscore 1000 sites
250+
Monthly Impressions
200B+
DSP Direct Integrations
Available only on GG standard and display
Exclusive, high-impact GumGum ad products
GumGum’s custom ad products and creative services ensure your message stands out.
• In-Screen • In-Image
Fully customizable, high impact display ads
• In-Screen Expandable • In-Image Expandable • In-Screen Expandable Corner
High-impact ads that expand to increase message visibility
• In-Screen Frame • In-Image Canvas
Capture user attention by transforming relevant images into animated takeover ad experiences
• In-Screen Expandable Video
Combining high-impact display with autoplay video amplifies your video’s messaging
• Mobile and Desktop Skins • Skins Outstream Video • Mobile Scroller
Coming soon: Catch the eye of the modern media consumer with non-intrusive overlays that don’t get in the way of content
Expandable Display
Display Takeover
High-Impact Display
Rich, Expandable Video
Skins and Scrollers
GumGum offers quality inventory across all verticals and the ability to target page-level content across those sites
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Ad Products
These unique engaging high impact ad formats immediately capture the users attention within publisher content
A full suite of GumGum standard ad products
Turnkey solutions to quickly and easily leverage GumGum’s contextual technology and inventory using standard creative.
• GumGum Standard • GumGum Display
• GumGum Pre-Roll PMP
• GumGum CTV/OTT Pre-Roll • OLV and CTV
• GumGum Native
• GumGum Stories
Stories
Native
VerityTM Video PMP
Web Pre-Roll
Standard Display
Exclusive, high-impact Gum Gum ad products
• In-Article Shoppable • In-Article Video
In-Article
Thank You!
Mark Ensley Vice President of Sales, Detroit mensley@gumgum.com
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Marc Walker Account Director, Detroit marc@gumgum.com
Brand Safety
#1 in Contextual
Truck Audience
Luxury Hybrids Audeince
SUV/Minivan Audience
Top Publishers
Custom Ads
