Articles
Timely, up-to-date features highlighting the latest advancements, trends and stories shaping the digital advertising industry.
What The Big Tech EO Means for Digital Advertisers
President Biden has signed a substantial executive order aimed at promoting competition and reining in big tech. This is an explainer on what types of practices that new EO might curtail and why contextual is a safe and stable alternative.
Is in-housing out, or just in transition?
Recent years have seen big brands bring even more of their media buying in-house. The decline of the cookie will change that and bring a new focus to contextual. We’ll find out how brands plan to revamp their in-house teams to navigate an ecosystem that’s less behavioral and more contextual.
The Myths (and Truths) of Contextual Targeting
Contextual targeting is enjoying a resurgence this year, but unfortunately, we’ve found that along with big headlines, a few myths are still making the rounds. Here are some of the untruths we’ve decided to clear up.
Contextual Advertising 101
Definition, Uses and Potential in a Cookie-less World
State of Data Town Hall: Future of Contextual
GumGum CGO Ben Plomion was recently featured on IAB's State of Data Town Hall: The Future of Contextual panel to discuss the role and importance of contextual solutions in fast-approaching cookie-less world.
Black-owned media in-context
Here’s how marketers can invest Black owned media and earn the attention of an audience “who is rooting for you.”
Contextual targeting is “really key” for digital Pride marketing in 2021
As the pandemic ebbs, brands continue to invest online. But to do it right, they’ll have to find context and creative that truly supports the LGBTQ+ community
IAB There's Demystifying Contextual: The Time is Now
GumGum CEO, Phil Schraeder was a guest on IAB's new talk show to chat about contextual targeting; busting myths, discussing proven results and exploring the future of contextual in the digital advertising industry.
Is Google’s FLoC Friend or Foe?
What does Google’s FLoC mean for digital advertising? Marketers and industry experts weigh in.
Meet the Contextual Pioneers
A new GumGum video series that features brand and agency executives leading us into a contextual future.
How CPG brands can crack the first-party data code
How CPG brands are using content, context, contests, and QR codes to build their first-party data.
Is Your Strategy Resonating with Hispanic Audiences?
Hispanics in the U.S. now wield $978 billion in purchasing power. Here’s how digital marketers can target them effectively.
The race to scale first-party data is on
While Google has a way of kicking their cookie-ban down the road, brands without a trove of first-party data are now caught on their back foot.
The Death of Third-Party Cookies & The Rise of Contextual
The death of the cookie, coupled with Google's recent announcement to end all behavioral targeting has smart marketers looking forward to the next best thing. With it's projected growth worldwide, it's of no surprise that more than half of the advertisers are investing in contextual advertising.
‘Diet’ cookies are lighter on surveillance tactics, but could leave consumers unsatisfied
We break down alternatives to digital marketing’s favorite info source
How DTC marketers are preparing for the end of third party cookies
Blitz-scale strategy at stake, but traditional options offer slower, steadier growth
How Long Can We Pass on Grass?
Money is pouring into cannabis advertising budgets. It’s getting harder for publishers to just say no.
Anatomy of a Federal Data Privacy Law
Nationwide regulations could be passed this year. Here’s what marketers should pay attention to.
How Can Apps Adapt to Apple’s IDFA End Times?
With fewer people opting in, mobile publishers may have to pivot hard.
Retail & Shopper Marketing: Future Trends & How To Stay Ahead of the Game
2020 was a year of transformation for shopper marketing and commerce. Consumers adapted new shopping habits, brands shifted their marketing strategies and retailers began to invest in optimizing their online shopping experiences.