Amagi Partners with GumGum to Help CTV Publishers Standout to Advertisers

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March 23, 2023




Santa Monica, CA - March 23, 2023 - GumGum, a contextual-first, global digital advertising platform, today announced their partnership with Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV. This partnership enables the use of GumGum’s In-Video unit, a recently patented, dynamic non-intrusive overlay ad format, within the Amagi THUNDERSTORM platform.

Nearly one-third of TV ads play to empty rooms and viewers are four times more likely to leave the room during a commercial break than change the channel (study). GumGum’s In-Video ad unit bypasses the commercial break and puts the ad directly into the content the person is coming to watch. In testing the ad unit, 63% of users preferred the In-Video unit over pre-roll because their viewing experience was not interrupted. Pre-roll ads were also twice as likely to be abandoned by the user when compared to In-Video. When ads are contextually-aligned to video content and don’t disrupt playback, consumers report a more favorable ad experience.

“No one likes to have their viewing experience disrupted, especially with irrelevant ads,” said Ken Weiner, GumGum’s Chief Technology Officer. “Our In-Video product puts consumer experience first and was inspired by informative lower third graphics used by broadcast news for decades. We’re thrilled to work with Amagi to make this unit available within their FAST streaming inventory.”

Amagi THUNDERSTORM users now have a first-to-market opportunity to dynamically insert overlay ads to increase monetization across live linear OTT/CTV channels. The In-Video unit fades into the corner of a video stream and blends seamlessly into the content resulting in an ad that is four times more memorable than video ads. The product provides more inventory, doesn’t disrupt playback and can be delivered in contextually-relevant environments to maximize attention, brand recall and purchase intent. 

“Amagi is thrilled to partner with GumGum to bring publishers the option to utilize an innovative ad unit within our Amagi THUNDERSTORM platform,” said Srinivasan KA, co-founder and chief revenue officer of Amagi. “Traditional video ads were not created for streaming and overlay ad units gives publishers the opportunity to stand out among competitors with an innovative ad product that isn’t disruptive and drives increased attention.” 

“We’re always looking for ways to reach consumers in CTV environments and add value to those viewing experiences,” says Amagi THUNDERSTORM publisher and Chief Technology and Product Officer at Cinedigm, Tony Huidor. “Being early adopters of the In-Video unit allows us to look beyond the status quo and test out new ways of reaching consumers in an extremely crowded environment. We’re looking forward to hearing from our audiences on their viewing experiences with the In-Video product.”

GumGum is further investing in CTV and continues to develop their blueprint for the future of digital advertising, The Mindset Matrix™. By leveraging context and creative, this blueprint gives publishers and advertisers what they need to maximize consumer attention to deliver engaging and effective ad campaigns. The Mindset Matrix blueprint is future-proof because it requires no third-party cookies or personal data, and can be used to inform digital advertising strategies across current and emerging environments like CTV.

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About GumGum

GumGum is a contextual-first, global digital advertising platform that captures people’s attention, without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behavior builds a more equitable and safer future for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please visit

About Amagi

Amagi is a next-generation media technology company that provides cloud broadcast and targeted advertising solutions to broadcast TV and streaming TV platforms. Amagi enables content owners to launch, distribute and monetize live linear channels on Free Ad-supported Streaming TV and video services platforms. Amagi also offers 24x7 cloud-managed services bringing simplicity, advanced automation, and transparency to the entire broadcast operations. Overall, Amagi supports 700+ content brands, 800+ playout chains, and over 2100 channel deliveries on its platform in over 40 countries. Amagi has a presence in New York, Los Angeles, Toronto, London, Paris, Melbourne, Seoul, Singapore, and broadcast operations in New Delhi, and an innovation center in Bangalore.


March 23, 2023



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