GumGum introduces a personal data-free approach to digital advertising

GumGum, a contextual-1st electronic promoting system, has introduced The Way of thinking Matrix, a framework for providing qualified advertisement campaigns, throughout latest and foreseeable future channels, with no the use of cookies or individual details. “The reality is we really don’t need to know who you are in purchase to produce relevant and powerful advertising and marketing,” reported GumGum CEO Phil Schraeder in a release.

The Way of thinking Matrix normally takes measures further than contextual marketing. It has 3 parts:

• True contextual being familiar with, refined tactic to context that takes advantage of not just text, but image, video clip and audio, to comprehend an entire electronic atmosphere and assistance the placement of advertisements applicable to its audience.
• Sensible Ad Creatives that relate adverts to the encompassing articles, boosting somewhat than detracting from the audience’s experience.
• Focus Measurement and Optimization, assessing the genuine interest an ad drives and as a result how effectively the advert matches the context.

Why we treatment. GumGum is marketing its matrix as “the advertising playbook of the future” — and in fact, if we see stringent government clampdown on use of purchaser info along with methods by vendors to deprecate third-bash cookies and mobile monitoring — the only match left in city may well be contextual advertising and marketing. Fortunately, it is a lot more sophisticated these times than promoting cleaning soap on daytime Television set shows.

It will have to have to be.

About The Creator

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for more than two a long time, Kim started masking enterprise computer software 10 years ago. His knowledge encompasses SaaS for the enterprise, digital- advert knowledge-pushed urban preparing, and purposes of SaaS, digital know-how, and data in the promoting room. He first wrote about advertising and marketing technological know-how as editor of Haymarket’s The Hub, a focused internet marketing tech internet site, which subsequently grew to become a channel on the founded direct internet marketing model DMN. Kim joined DMN good in 2016, as a senior editor, getting to be Government Editor, then Editor-in-Chief a posture he held till January 2020. Prior to doing work in tech journalism, Kim was Associate Editor at a New York Moments hyper-community information web site, The Community: East Village, and has earlier worked as an editor of an educational publication, and as a tunes journalist. He has created hundreds of New York cafe assessments for a own web site, and has been an occasional visitor contributor to Eater.