GumGum, a contextual-first, global technology leader, today announced its strategic tie-up with leading brand lift data measurement company On Device. The collaboration powers Attentive Lift, a measurement solution that provides clearer insight into the relationship between attention and brand performance, supported by third-party verification.
The partnership brings together GumGum’s real-time attention data with On Device’s impression-level brand lift data accessed through its Application Programming Interface (API). This enables advertisers to better understand how varying levels of audience attention relate to change across outcome metrics such as awareness, recall, and familiarity.
“Our partnership with On Device provides advertisers with a trustworthy and actionable way of understanding what level of attention truly drives brand impact - backed by independent verification,” said Matt Coote, Managing Director, Australia, at GumGum.
“Attention has become one of the industry’s most scrutinised signals, but marketers have lacked a reliable way to connect it to outcomes in real time,” said Mark Griffiths, Commercial Director, ANZ, at On Device. “By integrating our Lift data with GumGum’s attention signals, advertisers finally get a transparent view of how attention translates into meaningful brand shifts.”
As part of the product’s development, GumGum and On Device conducted early analysis across multiple studies by comparing exposed audiences who fell above the attention threshold with those who fell below it.
On average, the data showed that moving from low to sufficient attention consistently delivered meaningful lifts across all brand metrics. Audiences above the threshold consistently delivered stronger outcomes, with average increases of 6% in aided awareness, 5% in familiarity, 5% in aided recall, and 9% in unaided awareness. The numbers represent significant gains for established brands where shifts are typically harder to achieve.
“This level of detail helps advertisers see exactly how much attention their ads generate and where that attention leads to stronger brand results. It supports better planning, smarter optimisation and more confident decision-making,” added Coote.
The partnership is further strengthened by On Device’s globally validated methodology and extensive panel representation across key markets.
Overall, the insights from Attentive Lift help advertisers understand the optimal Attention Time required to drive their desired brand outcomes. The solution outlines where attention is strongest and how to make smarter choices about formats, environments and spend. Independent verification adds reassurance when reporting results and making decisions about future spend.
Griffiths concludes: “By combining On Device’s lift data with GumGum’s real-world attention signals, we’re giving advertisers a new standard for evidence-based brand performance.. It’s a powerful step forward for transparent and effective measurement.”
The rollout of Attentive Lift has already begun in earnest with multiple early adopters in Australia, signalling strong momentum for the solution heading into 2026.
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About GumGum
GumGum is the contextual-first technology leader transforming digital advertising with AI-powered, non-invasive data and media solutions. It champions effective advertising that uplifts and respects consumers. Its proprietary Contextual, Attention, and Creative solutions create the perfect match between a brand and a consumer in the right moment and mindset.
Founded in 2008, GumGum is headquartered in Santa Monica, California, and operates in 19 markets. For more information, please visit gumgum.com.
About On Device
On Device is a Brand Lift Measurement company on a mission to measure and enhance advertising effectiveness. It’s trusted by advertisers, agencies, and ad techs to reveal the truth about campaign performance. Delivering the highest quality measurement for its partners, enabled by a proprietary tech stack, On Device creates Brand Lift data assets that improve future campaigns.
