Articles

Timely, up-to-date features highlighting the latest advancements, trends and stories shaping the digital advertising industry. 

Articles

Contextual targeting is “really key” for digital Pride marketing in 2021

Written by GumGum

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

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IAB There's Demystifying Contextual: The Time is Now

Written by GumGum

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.

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Is Google’s FLoC Friend or Foe?

Written by GumGum

What does Google’s FLoC mean for digital advertising? Marketers and industry experts weigh in.

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Meet the Contextual Pioneers

Written by GumGum

A new GumGum video series that features brand and agency executives leading us into a contextual future.

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How CPG brands can crack the first-party data code

Written by GumGum

How CPG brands are using content, context, contests, and QR codes to build their first-party data.

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Is Your Strategy Resonating with Hispanic Audiences?

Written by GumGum

Hispanics in the U.S. now wield $978 billion in purchasing power. Here’s how digital marketers can target them effectively.

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The race to scale first-party data is on

Written by GumGum

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.

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The Death of Third-Party Cookies & The Rise of Contextual

Written by GumGum

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.

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‘Diet’ cookies are lighter on surveillance tactics, but could leave consumers unsatisfied

Written by GumGum

We break down alternatives to digital marketing’s favorite info source

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How DTC marketers are preparing for the end of third party cookies

Written by GumGum

Blitz-scale strategy at stake, but traditional options offer slower, steadier growth

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How Long Can We Pass on Grass?

Written by Ben Plomion

Money is pouring into cannabis advertising budgets. It’s getting harder for publishers to just say no.

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Anatomy of a Federal Data Privacy Law

Written by GumGum

Nationwide regulations could be passed this year. Here’s what marketers should pay attention to.

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How Can Apps Adapt to Apple’s IDFA End Times?

Written by Dan Fennell

With fewer people opting in, mobile publishers may have to pivot hard.

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Retail & Shopper Marketing: Future Trends & How To Stay Ahead of the Game

Written by Annabel Cermeno

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.

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Amplify Your Social Campaigns with GumGum’s New Ad Units

Written by GumGum

GumGum is launching two new ad units, GumGum Stories and GumGum Native. GumGum Stories will repurpose Instagram stories and GumGum Native will repurpose Instagram and Facebook posts for placement within more than hundreds of premium publishers in a contextually relevant manner by leveraging GumGum’s contextual intelligence technology, Verity™.

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Context + Creative: The Special Sauce of Digital Advertising

Written by GumGum

Contextual Intelligence is a hot topic right now — especially as third-party cookies and identifiers continue to decline in usage and popularity. But what is truly needed for contextual intelligence to be effective in targeting audiences online and helping brands reach their revenue targets?

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Landmark Study Proves the Effectiveness of Contextual over Behavioral Targeting

Written by Tahoora Ismail

The debate over behavioral targeting versus contextual targeting is by no means new — but, over the last year, it has become a very important one for advertisers. With increased privacy regulations and the inevitable elimination of cookies on browsers like Apple, Firefox and soon, Chrome, marketers are in need of an alternative — and fast.

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Image Recognition 101

Written by GumGum

GumGum unlocks the hidden value of the images and videos across the web, social media and broadcast television to help marketers target their audiences, generate data insights, deliver contextually relevant messaging and understand the impact of their live events sponsorships.

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Machine Learning 201

Written by GumGum

What is machine learning? And how does it differ from AI or deep learning?

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Machine Learning 101

Written by GumGum

Know your machine learning from your deep learning; your CNN from your algorithm? Test your knowledge with our mind-expanding Machine Learning 101 course.