GumGum Announces Playground xyz’s Media Portfolio Integration

GumGum, a global digital advertising platform, has announced the integration of Playground xyz’s media portfolio into its Asia-Pacific (APAC) business, resulting in a powerful suite of AI-powered advanced contextual ad solutions that will help advertisers tap into audience mindsets and achieve standout attention rates.

GumGum integrates Playground xyz’s media portfolio in its APAC business

Playground xyz is an attention-based advertising platform with a variety of innovative ad formats that GumGum acquired in 2021. GumGum’s array of advertising solutions now fully integrates Playground xyz’s media arm for the APAC market, along with Hang Time, Super Skin, and Hoverboard.

GumGum will be adopted by Playground xyz’s APAC media business in order to promote global alignment and unification. The Attention Intelligence Platform (AIP) from Playground xyz will persist as a stand-alone data solution, providing worldwide attention measurement for GumGum’s media division as well as the industry at large, encompassing Display, YouTube, Facebook, Instagram, TikTok, OLV, and other platforms.

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Playground xyz’s AIP

Using eye-tracking technology, AIP’s exclusive metric, Attention Time, measures how long a person spends staring at an advertisement in a single second. According to a 2019 Kantar study, Attention Time outperforms standard view-ability metrics by 7.5 times when it comes to boosting brand awareness and 5.9 times when it comes to boosting recall.

This integration of GumGum’s media businesses in the Asia-Pacific region completes the Mindset Platform rollout, which was first introduced in late 2023 in North America and Europe. In late 2023, the Mindset Platform made its debut in North America and Europe. Verity, GumGum’s sophisticated contextual intelligence platform, and AIP, the media products of GumGum, are combined to form the Mindset Platform. Creative, context, and attention work together to close the gap between consumers and brands. This enables advertisers to target audiences with the ideal mindset so that their ads get more attention, produce better results, and increase return on investment.

Here’s what they said

GumGum Head of Media, APAC, Sorrel Osborne, said: 

“In an increasingly crowded and distracted digital ecosystem, the ability to tap into consumer mindset and capture and measure attention has become mission critical for brands. The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum. Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence.”

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