Ad Tech Cookieless Contextual Targeting

GumGum expands contextual ad chops with JustPremium acquisition


By John Glenday, Reporter

August 10, 2021 | 3 min read

GumGum, specialists in contextual intelligence tech, has wasted no time in putting a $75m Goldman Sachs investment to good use with the acquisition of JustPremium.The European rich media and video ad marketplace single-handedly double GumGum's brand and publisher presence in the UK and sees the firm expand its geographic reach to seven continental markets and Mexico.


GumGum has expanded contextual ad chops with JustPremium acquisition

US-based contextual ad tech firm GumGum is spreading its wings across the pond with the acquisition of Europe’s JustPremium, expanding its reach and offer at a stroke.

New acquisition

  • GumGum is positioning itself in the vanguard of efforts to establish a cookie-less future by developing techniques and technologies for applying what makes an ad work in one situation to another. By combining its clout with JustPremium, GumGum will provide a single global solution for contextually relevant adverts.

  • Economies of scale mean the combined media group will be able to place larger media buys and reach consumers wherever they are on the planet, as well as provide better support for publisher monetization.

  • This scale also translates to greater premium inventory and high-impact ad products as well as offer more in-depth customer service.

  • Phil Schraeder, chief executive officer, GumGum said: “We are excited to bring JustPremium on board to offer one of the first comprehensive cookieless solutions that combine our accredited contextual data and their high-impact creatives to deliver attention-grabbing campaigns that drive outcomes.“

  • Peter Wallace, GumGum’s MD for EMEA added: “By combining industry-leading accredited contextual technology with Europe’s leading rich media marketplace, we are primed to offer advertisers a cookie-free, attention-grabbing solution that will drive significant benefits for their business.”

  • “For four years now, our industry has been grappling with the effects of GDPR and finding future proof ways to deliver effective campaigns without the use of personal data,“ concludes Rob Garber, UK MD at JustPremium.

Expanding market

  • Flush with excitement at a contextual advertising market that could be worth as much as $412bn by 2025 GumGum is laying the groundwork for future growth, having already attained year-over-year revenue growth of 148%.

  • One of the first fruits of the combined business will be a high impact in-content (outstream) video ad unit, the first to be powered by Verity, GumGum’s accredited contextual data solution.

  • The acquisition follows a successful $75m investment by Goldman Sachs.

Ad Tech Cookieless Contextual Targeting

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GumGum is a contextual-first global advertising technology company that captures people’s attention, without the use of personal data. We believe that a digital...

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