GumGum, the image recognition tech startup, announced two C-level appointments on Monday as the company sharpens its focus on contextual advertising technology.
Patrick Gildea, the former CFO of Gracenote, has joined GumGum as financial chief, and Ben Plomion was promoted to chief growth officer.
Ad tech companies have seized on contextual targeting largely because audience targeting has become more difficult in Europe thanks to GDPR, and potentially in the U.S. with the advent of CCPA next year, as well as in mobile environments like Apple’s iOS and Safari browser, which are now equipped with Intelligent Tracking Prevention software that blocks most user-level tracking.
“With advertisers right now the urgency is in finding targetable environments to bring their message,” said GumGum CEO Phil Schraeder. “Given challenges in other forms of targeting, we believe that’s ultimately where you’ll see advertisers and publishers working to identify opportunities.”