PALM SPRINGS, Calif. – Marketers and media buyers want media environments that make audiences receptive to advertising, and contextual intelligence platform GumGum seeks to help them. Its mindset graph was built with a consumer-first framework.
“The mindset graph is built off of GumGum’s AI-powered contextual data in which we analyze what’s happening in that digital environment at that moment,” Phil Schraeder, CEO at GumGum, said in this interview at the IAB Annual Leadership Meeting. “We use that to then help drive the right creative, whether that be display video, CTV ads into that moment and then optimize for attention.”
For connected television, the goal is to place advertising within the context of brand-appropriate moments in the programming. Developments in artificial intelligence have made contextual analysis more feasible.
“We are using our AI, our natural language processing, our computer vision, our transcription, to be able to know what’s happening at the frame level of video,” Schraeder said. “That allows you to immediately know what’s happening in the moment from that consumer and then find how can you then launch a video ad or even an overlay ad in that moment that drives stronger engagement for the consumer.”
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