GumGum is a provider of contextual intelligence solutions, offering machine learning expertise to extract value from digital content for the advertising and sports industries.
GumGum, specialists in contextual intelligence tech, has wasted no time in putting a $75m Goldman Sachs investment to good use with the acquisition of JustPremium.The European rich media and video ad marketplace single-handedly double GumGum's brand and publisher presence in the UK and sees the firm expand its geographic reach to seven continental markets and Mexico.
Goldman Sachs’s $75m vote of confidence in GumGum’s contextual ad analysis product – a product that’s been baking since 2008 – suggests the market believes context may once again be king. The Drum catches up with the adtech company’s EMEA managing director, Peter Wallace, to find out how recent rumbles around privacy, identity and third-party cookies have uplifted the firm, while also inspiring pretenders to the throne.
