GumGum x Walmart Playbook
Created: 08.01.20
Updated: 08.27.20
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Verity™, the most sophisticated contextual intelligence for cookieless targeting and brand safety
Proprietary technology
Quality inventory across thousands of trusted publisher sites
Quality inventory
Ad products built to stand out, and get attention
Eye-catching ad products
Consumers are more likely to see, engage and recall a GumGum ad
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Better performance
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Why GumGum?
GumGum offers sophisticated contextual intelligence technology, beautiful ad formats across all screens and quality publishers representing all content categories.
View on desktop
Verity™ is a contextual intelligence technology that can comprehensively analyze text and image content on a web page to ‘read between the lines’ and derive human-like understanding.
Hone in on page-level content that will amplify your brand message
Introduction to Verity™
Align with the most relevant content
Reach your desired audience without relying on personal data or cookies
Future-proof your targeting
Avoid unsafe content, without constraining campaign reach or performance
Achieve brand safety and suitability
Enhanced Performance
Full-page analysis
Brand Safety at the page level
With Verity™, an advertiser can steer clear of unsafe content while targeting the most highly relevant inventory.
Unlock safe inventory across verticals Reach consumers on the most highly relevant and safe inventory that keyword-only solutions would unnecessarily eliminate Ensure that you don’t miss out on better-performing inventory
Benefits of page-level brand safety
How Verity’s™ brand safety works
Identifies and scores 9 threat categories: Disaster, Drugs, Hate, Illegal, Illness, Sexual, Malware, Obscene, Violence Characterizes sentiment: Proportion of positive, neutral, negative tone on the page Determines overall page safety
As the pandemic was unfolding, Verity accurately deemed ‘safe’ 67%+ of pages containing a Covid-related keyword in the GumGum publisher network.
Safe
Unsafe
We use WhiteOps to block invalid traffic, and can layer on 3rd party vendors for additional verification, brand safety, and measurement.
GumGum partners with Dentsu to determine how much more effective and efficient contextual targeting is vs behavioral
Goldman Sachs invests $75MM in GumGum
milestone 01 +
milestone 02 +
MRC Accreditation received - GumGum is the first independent ad tech provider to Earn Content-Level Accreditation
milestone 03 +
More accurate
A Dentsu Aegis Network study, overseen by a third party researcher, demonstrated that Verity™ identifies relevant page content more accurately than leading competitors.
69%
Competitor A
Competitor B
Competitor C
GumGum Verity™
#1 in contextual
41%
In the same study, compared to behaviorally targeted ads, Verity™ was more efficient.
In a study conducted with SPARK Neuro, contextually relevant ads outperformed.
Lower Cost per Viewable Impression
48%
Lower Cost Per Click
43%
More Neural Engagement
2.2x
More Memorable
Better than behavioral
Verity™ is more accurate than competitors, while driving better results more efficiently.
#1 in contextual and better than behavioral
Why did Goldman invest in GumGum?
How will GumGum use the investment?
April 2021: Goldman Sachs Invests $75M in GumGum!
Continued investment in Verity™ and contextual intelligence, including expansion as a standalone activation tactic
Market leader in contextual intelligence, as proven through Dentsu third party study and pending 1st content-level MRC accreditation across open web & CTV 12th largest SSP/exchange as measured by header bidding across top 10k sites Proven growth track record and trajectory, even despite Covid-19 set-backs Unmatched ad unit performance when compared with industry peers
12th largest SSP/exchange as measured by header bidding across top 10k sites
Proven growth track record and trajectory, even despite Covid-19 set-backs
Unmatched ad unit performance when compared with industry peers
Investment in innovative new products, with a focus on video & CTV and delivering contextual insights
Investments in inventory across highly premium publishers to expand our Comscore 250 penetration
Expand complementary capabilities and footprint through inorganic growth with a focus on M&A activity
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GumGum is the first independent ad tech provider to earn MRC Content-Level Accreditation
Verity™ is the only contextual intelligence solution to analyze video, audio, imagery, and text to ensure true contextual relevance and brand safety on any screen.
GumGum is now setting the standard along with the MRC as to what the industry should expect from contextual providers
Defining the parameters of contextual solutions and their effectiveness
Increasing transparency of contextual for consumers, brands and agencies
Setting the standard
Defining the parameters
Increasing transparency
Defining contextual for the industry
Verity Content-Level Contextual Analysis, Brand Safety & Suitability
Desktop web Mobile web
Environments accredited
Signals required and met
Audio Imagery Video Text
View article
Company milestones
Reach of the total online US population
98%
Verity™ makes trusted, quality sites more valuable to advertisers
GumGum offers quality inventory across all verticals and the ability to target page-level content across those sites.
Comscore 1000 sites
250+
Monthly Impressions
200B+
DSP Direct Integrations
Available only on GG standard and display
Conquesting. Blocks top competitors from surrounding this type of content within our premium platform Context. Your brand stays top-of-mind among users consuming relevant content Performance. Better performance than other targeting strategies
Exclusively own key moments for Walmart
Align your brand with the most relevant content and images that matter the most to your audience.
Contextual sponsorship details
Contextual sponsorship benefits
Targeting. Custom contextual targeting Exclusivity. First look/exclusivity within GumGum’s platform
Higher CTR
8.0x
Higher Viewability
1.7x
Discover and own content related to holidays, gaming, decor, fashion, recipes and more!
• GumGum Stories
Stories
Shoppable units to drive sales for Walmart
Leverage custom creative units to drive exponential growth for store visits e-commerce, and sales lift
GumGum has the ability to append tags for data tracking purposes; we do not, however, have the ability to integrate or directly partner with Whisk or Basketful as we are not a CPG brand or retailer
Increase conversions by providing an easier shopping experience to your customers
In-Screen Expandable
In-Screen Interactive
In-Article Shoppable
Video to drive awareness and favorability for Walmart
Highly visible and engaging out-stream videos across content relevant to Walmart audiences
Expandable Video
:06 Canvas Video
GumGum Stories
GumGum Native
Standard
Turnkey solutions to quickly and easily leverage GumGum’s contextual technology and inventory using custom creative or standard creative.
Scalable turnkey products to drive efficiency for Walmart
In-Image
In-Screen Frame
In-Screen
Turnkey Standard & Social
Turnkey Custom Creative
GumGum is a Proven Performer for Walmart
Campaign Details
Walmart partnered with GumGum to help drive awareness and new membership sign-ups for Walmart+, among the general market as well as Hispanic and African American Audiences. We leveraged our contextual intelligence tool Verity™ to contextually align with relevant content across our quality inventory, while also reaching Walmart first-party audiences like Walmart Shoppers, Membership Mavens and Loyalty Lovers.
Results
CTR
In-Screen Interactive on Scroll
.44%
87.45%
Viewability
Case studies relevant to Walmart
Learn how GumGum’s creative and targeting technology delivered 2 million in-store visits and a 103x return on ad spend.
Learn how GumGum’s increased sales for Johnsonville sausages by applying our computer vision technology and custom high impact solutions within contextually relevant content.
Learn how GumGum drove significant cart revenue for home goods products using SmartCommerce's Click2Cart
Learn how GumGum drove significant lift in brand favorability and purchase intent for a large national retailer
Retail Blind Case Study
Sales and ROAS Case Study
Click2Cart Case Study
Brand Favorability
Working with GumGum means Walmart has the opportunity to leverage an added value brand study on any campaign $150K+*
*Studies available; Pending feasibility check
GumGum x Walmart Thank You!
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cdipasquale@gumgum.com
klipski@gumgum.com
CCPA and GDPR restrictions are limiting consumer data sources that power targeting tactics like behavior, demographic and geo.
