We’re excited to announce that GumGum Contextual is now available for seamless pre-bid activation within the Basis DSP! This integration gives advertisers direct, self-service access to GumGum’s industry-leading, content-level contextual data inside one of the most widely used programmatic platforms.
As the industry moves toward privacy-first targeting, advertisers need solutions that deliver precision, performance, and scale. With this new pre-bid integration, advertisers can easily activate GumGum Contextual segments across Display, Native, OLV, and CTV to reach consumers in the right mindset.
Here are the key benefits of this integration for advertisers:
Reach Consumers in the Right Moment
Most contextual providers use property-level analysis, which only requires consideration of the text and looks at high-level signals like keywords or page URLs. GumGum Contextual goes beyond basic keyword or metadata analysis. Our AI-driven technology analyzes text, imagery, audio, and video together to understand content like a human would, ensuring smarter, more relevant, and brand-safe targeting.
Maximize CTV Effectiveness
Drive superior results for your CTV buys with video-level analysis from GumGum Contextual. We enable granular targeting derived from audio transcription and scene-level analysis, going far beyond channel- or app-level targeting to classify the actual video content, delivering both scale and precision for your campaigns.
Drive Campaign Performance
GumGum Contextual is 1.7x more accurate than other contextual providers, according to a Dentsu Aegis Network study. The same study also found that contextual targeting is more cost-efficient than behavioral targeting, with Contextual achieving a 48% lower cost per click and a 41% lower cost per viewable impression. Additionally, a study with MAGNA Media Trials revealed that video ads are 2.3x more memorable when targeted using a contextual intelligence engine like GumGum Contextual.
Seamless Activation
GumGum Contextual works across all Basis inventory —Display, OLV, CTV, In-app, and Native—and can be activated in 18 languages. Our team can help you activate Contextual, Curated, or Brand Safety segments directly in the platform, or create custom segments that meet your unique targeting goals and drive results.
The GumGum Contextual integration is now available in North America. With this integration, you’ll be able to execute your contextual strategies at scale and with precision across safe, suitable content, reducing waste and maximizing your campaign results. GumGum Contextual is the privacy-first targeting solution that truly reaches consumers in the right mindset and in the right moment, and it’s now available for seamless activation right where you need it.
