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GumGum Retires JustPremium Name; Promotes Eric Visser as President of EMEA

Leading adtech firm GumGum has officially retired the name “JustPremium” from its inventory. JustPremium’s retirement will allow GumGum to focus on expanding to new markets, such as APAC, with its next-gen AI-based contextual intelligence engine, Verity. This transition within the operations of the leading European adtech giant spells the complete absorption of the Rich Media technology solutions provided by JustPremium which GumGum had acquired in August 2021. By repositioning its AI-based product with new developments, GumGum is firmly positioned as a leader in the Contextual targeting software market that is projected to touch $412 billion USD by 2025. JustPremium’s Founder, Eric Visser will lead GumGum’s charge into the emerging markets for contextual intelligence capabilities. He has been promoted to the role of President of EMEA at GumGum.

As one of the leading contextual providers, GumGum had a groundbreaking year in 2021 adding more than 400 new clients and posted a year-on-year pro-forma revenue growth rate in excess of 40%. In April 2021, it had received a $75 million investment from Goldman Sachs Growth. This funding propelled the growth of its Verity proprietary contextual intelligence engine and other products, to add to backing from Morgan Stanley, New View and Upfront Ventures.

Where is Contextual Intelligence software marketing heading to?

In a recent report, GumGum found out online consumers are ditching behavioral ad targeting in favor of other targeting options that are safer and more privacy-centric, such as contextual targeting. GumGum emphasizes the adoption of contextual intelligence for delivering ads to people in their “current moment.” Putting AI and Deep Learning at the heart of GumGum’s Verity allows publishers to unlock a whole new paradigm in ad monetization and media-based revenue generation strategies. Eric Visser has been entrusted to lead this charge into the APAC markets for programmatic and Rich Media adtech products.

Will AI Blow Away the Need to Use Personal Data or Cookies?

With the addition of the technology and teams of JustPremium, GumGum has been able to majorly bring to the European market a game-changing mix of next-generation contextual intelligence and industry-leading creative capabilities. Through GumGum advertisers will now be able to deliver bespoke advertising campaigns that capture consumer attention across digital environments at scale, without the use of personal data or cookies.

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GumGum’s AI-based contextual intelligence adtech engine Verity identifies a full suite of contextual signals, allowing both the buy-side and the sell-side to truly define and implement brand safety and suitability. It is intended to not only boost the programmatic reach across global networks but also bring AI to the center of brand safety and suitability. In all likelihood, this AI engine would blow away the need among advertisers to rely on cookie tracking for optimized advertising campaigns.

Eric Visser
Eric Visser, President of EMEA, GumGum

At the time of this announcement, Eric Visser, President of EMEA, GumGum said, “It’s been five years since GDPR went into effect and the industry has had to start facing a future without personal data. We are delighted to be in a stronger position now more than ever to support our partners across the EMEA market with a privacy-forward solution through contextual and creative that allows them to still deliver attention-grabbing campaigns that deliver results.”

As it looks to build a more equitable and safer future for consumers, publishers, and advertisers alike, GumGum’s proprietary technology represents a major departure for contextual technology. Whereas other providers focus only on keywords, Verity™ applies computer vision and natural language processing to understand the interplay of image, video and text giving the ability to fully understand all the signals within an environment and true contextual reading. Verity and its advanced capabilities is the only independent ad tech vendor with a unique certification by the Media Rating Council (MRC) for content analysis for brand safety, suitability and contextual analysis – an accreditation that only YouTube has outside of GumGum.

GumGum is not a stranger to the EMEA market having a presence in the UK over five years ago.  Over that time the company has become the leading contextual provider in the UK. Having worked with over 150 advertisers in 2021 and grown by over 280% YOY, the company is firmly established to continue this growth through the acquisition of JustPremium.

GumGum has more than 400 employees working from 19 regions around the world. It works with leading brands such as Jeep, Verizon, Mini Cooper, L’Oréal; is trusted by all of the major agency holding companies; supports more than ten languages; and works with over 30,000 publisher partner websites.

[To share your insights with us, please write to sghosh@martechseries.com]

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