"Goldman Sachs's $75m vote of confidence in GumGum's contextual ad analysis product - a product that's been baking since 2008 - suggests the market believes context may once again be king. The Drum catches up with the adtech company's EMEA managing director, Peter Wallace, to find out how recent rumbles around privacy, identity and third-party cookies have uplifted the firm, while also inspiring pretenders to the throne."
""Using a combination of image recognition, sentiment analysis and natural language processing to do contextual analysis gives us a human-level understanding what's on the page," says Wallace. "We then typically deliver custom-built brand creative or video that's contextually relevant to the page. It doesn't use any personal identifiable information, it isn't unnerving to the user and doesn't tread any fine lines from a compliance perspective.""
"On Tuesday, April 13, GumGum announced a $75m investment from finance giant Goldman Sachs, bringing its overall raised funds to $122m. The Santa Monica adtech company works with 100 brands and 1,200 publishers around the world, but will use the capital for international expansion and to acquire like-minded businesses with something to offer, likely in huge-growth spaces such as OTT and CTV."
Goldman Sachs invested $75m in GumGum, bringing total funding to $122m to support international expansion and targeted acquisitions in areas like OTT and CTV. GumGum focuses on contextual analysis of ads at domain, URL and content levels and can process audio, images and video. The company employs image recognition, sentiment analysis and natural language processing to deliver human-level understanding and contextually relevant creative without using personally identifiable information. GumGum participates in over 100 billion ad auctions and contextualizes about 50 million pages and videos daily, working with roughly 100 brands and 1,200 publishers worldwide.
Read at The Drum
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