GumGum is excited to announce that it has been included in Gartner’s “Cool Vendors in AI for Marketing” report, which highlights interesting, new and innovative vendors, products and services in AI with real-world applications in marketing.
GumGum's technology is championed with four award nominations from PR News and Effective Mobile Marketing Awards.
Here’s a short video about how the team and creatives brought Cannes to you!
Recently, a controversial technique has emerged within the Supply Side Platform (SSP) ecosystem. We’d like to inform our partners of this less than honest behavior and assure you that we have not engaged in this type of activity—and never will.
When Mark Zuckerberg was on Capitol Hill to testify about Facebook’s privacy concerns he was asked a question by Senator Lindsey Graham who questioned simply “who’s your biggest competitor?” Zuckerberg explained it wasn’t so simple and that different competitors overlapped in different ways. The answer was insufficient to Graham who pressed on saying, “if I buy a Ford, and it doesn’t work well, and I don’t like it, I can buy a Chevy. If I’m upset with Facebook, what’s the equivalent product I can go sign up for?”
Sponsorships are ubiquitous and from the red carpet, to the baseball diamond, we see company logos splattered everywhere. At times it seems like nothing can be done without a sponsorship as traffic reports are brought to you by someone and just about every sports team has an official car dealership, mattress company or veterinarian. Clearly there is a lot of value locked into sponsorships, but nothing comes easy and sponsorships too have their challenges...
Six-second video ads aren’t just a hot new trend—they’re the future of video advertising. As GumGum and Adweek discovered earlier this year, a majority of marketers find unskippable six-second spots to be more effective than longer ads. With companies like Google, Fox, Facebook and Michelin all hopping on the bandwagon in the last year, the momentum’s picking up. Welcome to the age of six-second ads.
With every new innovation in media technology, marketers must develop new advertising formats that align with the latest ways people consume news and entertainment.
Indeed, as consumers started moving from television to desktop video in the mid 2000s, advertisers quickly learned that the traditional 30-second ad spot was far too long for the short form video people were watching online. In response, they developed the 15-second pre-roll ad. While this format has served advertisers well for some time, the rise of mobile video means that it is time for the format to evolve once more.
Having spent 7 years working at media agencies, myself and other GumGum employees have advantageous insider knowledge of the needs and challenges one faces on the agency side. Understanding how agency folks function, react and make key decisions is pivotal to GumGum’s success in the advertising space, which is why the New York office hosted the first ever Agency Panel Discussion. We wanted to provide the opportunity for GumGum employees to ask questions about how we can improve as a whole and better position GumGum in the competitive digital landscape.
Less than three weeks after the Charlottesville protests (and barely six months after the Independent’s study on YouTube’s epic ad misplacements) a friend of mine posted an item from a fake news site to his Facebook page.
When the IAB first announced ads.txt, a scheme to combat the massive fraud that occurs when bad actors spoof premium inventory to siphon advertising dollars, we assumed every publisher would implement it immediately. After all, that breed of fraud costs the industry billions each year. And it’s not just marketingblogs who lose, every quarter; publishers lose untold million when the programmatic budgets meant for their sites are redirected to the pockets of bad actors.
Ads.txt is the direct result of an IAB project to put an end to domain spoofing through transparency. As the IAB explains: “Ads.txt stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory.”4
GumGum has embraced header bidding because it offers tremendous benefits to our publisher partners, and it allows us to compete for impressions on behalf of our clients that may out of reach in a waterfall set up.
In early 2018, Google Chrome will introduce a new ad blocker designed to prevent pop-ups and other ads deemed “intrusive” by the Coalition for Better Ads (CBA). While this change will create a better user experience for consumers, it also means that us marketers will have to re-think how we do things.
In order to find out where people are really turning their attention on the mobile web, we decided to conduct an eye-tracking study. In this experiment, we measured how more than 1,000 consumers interacted with editorial and advertising content on several mobile web pages, using eye-tracking technology to tell us where their eyesight was focused at any given moment.
