GumGum to Add Attention Metrics to Contextual Ads

Santa Monica, California-based contextual ad intelligence platform GumGum is to add attention measurement metrics to all display creative campaigns running on its platform next year.

GumGum uses artificial intelligence, natural language processing and patented algorithms to 'read' online images, and then place related ads next to them. Next year, the firm will add attention measurement metrics to ads on its platform through a partnership with Playground xyz, whose Attention Intelligence Platform (AIP) combines visual attention measurement analytics and media optimization.

AIP will be integrated with GumGum's contextual solutions, enabling advertisers to move beyond viewing metrics and understand the impact of their advertising. Phil Schraeder, GumGum CEO, claims the correlation between creative and context - and how that influences attention - will change the face of digital advertising. Playground xyz CEO Rob Hall adds: 'Over our four years of studying attention we've proven that when brands focus on boosting attention many other key performance indicators follow. This application by GumGum is particularly exciting, given that, in a white paper we released earlier this year, we found matching the right creative to the right context drove an 94% increase in attention'.

Web sites: www.gumgum.com and www.playground.xyz .