GumGum
GumGum is a Santa Monica-based adtech company that operates an AI-powered contextual advertising platform across CTV, online video, and display. It serves 3,000 enterprise brands and 40,000+ publishers across 19 global markets through its proprietary Mindset Graph™ technology.
- Company typePrivate
- Founded2008
- HeadquartersSanta Monica, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What GumGum does
GumGum is a Santa Monica-headquartered adtech company founded in 2008 that operates an AI-powered contextual advertising platform serving enterprise brands, agencies, and publishers across 19 global markets. Its core technology is Mindset Graph™, a proprietary multi-modal AI engine that processes text, image, and video signals across 500 billion+ monthly impressions to predict consumer receptivity and serve advertising across CTV, online video (OLV), and display channels. The product surface has expanded to include attention measurement, carbon tracking, the recently launched Mindset Portal Chat NLP interface, and first-to-market CTV Pause Ads, with Mind Graph™ also positioned as the engine behind the GumGum Exchange, a top 15 Global Omnichannel SSP by Jounce.
The company monetizes through programmatic advertising as a Supply-Side Platform and through direct enterprise sales to major brands, supported by quote-based annual contracts and 'Request a Demo' CTAs. It reaches nearly 1 billion monthly unique users through 40,000+ vetted MFA-free publishers and serves 3,000 brands across F&B, retail, automotive, media, energy, and cosmetics verticals, with documented campaign outcomes including a 454% engagement increase for RWE and 15% purchase intent lift for The Honest Company. The go-to-market relies on enterprise field sales, DSP and trading-desk integrations (Basis/Mediaocean, AdLightning, HUMAN), and regional offices in the US, UK, Netherlands, Australia, Japan, and France.
GumGum has scaled internationally through acquisitions — JustPremium (Amsterdam, August 2021, ~150 employees, 8 new markets) and Playground xyz (Australia, December 2021, attention capabilities) — and has raised over $130 million in total funding, including a $75 million Goldman Sachs Growth Equity investment in 2021. The company holds MRC accreditation, IAB Tech Lab certification, and Coalition for Better Ads membership, and is actively contributing to IAB CTV ad format standardization through Ken Weiner's involvement in the Ad Format Hero initiative.
GumGum firmographics
Firmographics- Name
- GumGum
- Legal name
- GumGum, Inc.
- Website
- https://gumgum.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- GumGum is a Santa Monica-based adtech company that operates an AI-powered contextual advertising platform across CTV, online video, and display. It serves 3,000 enterprise brands and 40,000+ publishers across 19 global markets through its proprietary Mindset Graph™ technology.
- Ownership category
- akta.pro rank
GumGum industry classification
Industry- Product category
- Digital Advertising Technology (Adtech)
- NAICS
- Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)
- akta.pro secondary industry
- Generative AI & LLM Solutions Services (RAG, Agents, Copilots) (BPAEAHAG)
Keywords
Where GumGum is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
GumGum business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Programmatic Advertising: GumGum generates revenue through programmatic advertising across CTV, OLV (Online Video), and Display channels. The company operates as a Global Omnichannel SSP (Supply-Side Platform) ranked among the top 15 worldwide by Jounce, facilitating ad transactions between publishers and advertisers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise advertising solutions - Custom pricing based on campaign scope, channels, and objectives |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
GumGum product offering
Product offeringCore offering
GumGum is an AI-driven advertising technology company that sells omnichannel contextual advertising solutions across Connected TV (CTV), Online Video (OLV), and High-Impact Display. Its proprietary Mindset Graph™ AI analyzes consumer mindset signals in real time to deliver targeted advertising through a global Supply-Side Platform (SSP), serving brands, agencies, and publishers across 19 markets.
Differentiator
Problem solved
Functional benefit
Brands
- Mindset Graph: GumGum's proprietary AI engine for understanding what drives attention, behavior, and performance in advertising.
- Mindset Portal
Products and services
- CTV Advertising Premium connected TV advertising solution that uses GumGum's Mindset Graph to deliver contextually relevant ads on CTV, including first-to-market CTV Pause Ads and Attentive Lift attention measurement for enterprise brands and agencies.
- Contextual Advertising AI-powered contextual advertising solution that analyzes page-level content signals to match ads with relevant environments in real time, designed for advertisers seeking brand-safe, cookie-free targeting.
- GumGum Exchange (Omnichannel SSP) Top 15 global omnichannel Supply-Side Platform offering programmatic access to 40,000+ MFA-Free vetted publishers across CTV, OLV, and Display for DSPs, trading desks, and publishers.
- Mindset Graph™ Proprietary AI engine that analyzes billions of content signals to predict consumer receptivity, intent, and mindset in real time, powering GumGum's contextual and omnichannel advertising products for brands and agencies.
- Mindset Portal Interactive AI-powered portal that lets marketers query GumGum's proprietary signals in natural language to receive campaign strategies, recommended environments, formats, channels, messaging, and creative direction.
- Attentive Lift CTV attention measurement and optimization solution that identifies high-intent moments across contexts to measure and lift advertising effectiveness in connected TV environments.
Quantifiable outcome
- 454% engagement increase for RWE campaign
- +6 more outcomes
Companies that use GumGum
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles3 records
GumGum technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature6 records
GumGum partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- IAB Tech LabcoreGumGum expressed support for IAB Tech Lab's CTV Ad Portfolio specifications including standardized signals for Pause and Menu Ads, contributing to industry standardization efforts.
- Playground xyzcoreAcquired in December 2021, Playground xyz is an attention-based advertising platform that enhances GumGum's capabilities in attention measurement and contextual advertising, particularly in the Australian market.
- JustPremiumcoreAcquired in August 2021, JustPremium is a European rich media and video ad marketplace based in Amsterdam with approximately 150 employees. The acquisition expanded GumGum into 8 new markets including Germany, France, Spain, and Mexico.
- Essencemediacom GermanyminorAgency partner for RWE campaign execution, representing the agency side of GumGum's go-to-market relationships.
- HUMAN (formerly White Ops)corePre-Bid Server-to-Server integration with HUMAN employs robust anti-fraud protection measures. GumGum scans entire Ad Exchange inventory with HUMAN and Fraud Sensor solutions.
- Goldman Sachs (Data Centers)minorCloud server infrastructure includes AWS regions in Virginia and Oregon (USA), Ireland, and Tokyo for data processing and storage.
- IAB Tech Lab (CTV Standards)coreActive collaboration on CTV ad format standardization including nonlinear ad formats (pause ads, overlays). Ken Weiner from GumGum contributed to IAB's Ad Format Hero initiative.
- X GamesminorAttentive Lift solution has attracted partnerships with X Games as one of the key partners in Australia, a satellite market for GumGum.
- Major League PickleballminorPartnership through Attentive Lift solution in the Australian market, representing sports media partnerships in satellite markets.
- SuperMotocrossminorSports media partnership through Attentive Lift solution in Australia, part of GumGum's expanded Australian operations.
Scale indicators10 records
Recent moves5 records
Expansion highlights6 records
GumGum competitors and assessment
Company assessmentDirect peers
- Index Exchange: Index Exchange is one of the largest independent global SSPs for programmatic advertising. It is comparable to GumGum because both operate omnichannel SSPs serving publishers and DSPs with focus on quality inventory and header bidding.
- DoubleVerify: DoubleVerify provides media effectiveness measurement including attention, viewability, and brand safety. It is comparable to GumGum because both compete in attention measurement and ad verification, with GumGum operating its own attention solution and DV as an independent verification layer.
- Magnite: Magnite is the largest independent sell-side platform specializing in CTV and digital video SSP services. It is comparable to GumGum because both are omnichannel SSPs competing for publisher inventory and CTV ad budgets globally.
- The Trade Desk: The Trade Desk is a leading independent demand-side platform for programmatic advertising. It is comparable to GumGum because both operate in programmatic ad buying/selling with strong emphasis on CTV, contextual targeting, and enterprise brand customers.
- PubMatic: PubMatic is an independent programmatic SSP with significant CTV and omnichannel inventory. It is comparable to GumGum because both monetize publisher inventory through programmatic exchanges, compete in CTV, and serve enterprise advertisers with contextual and audience targeting.
- Integral Ad Science: Integral Ad Science is a global leader in digital media quality measurement including attention, viewability, and fraud detection. It is comparable to GumGum because both compete in attention-based ad measurement and brand safety verification across CTV and digital video.
- Criteo: Criteo is a global adtech company specializing in commerce media and retargeting. It is comparable to GumGum because both serve enterprise retail and consumer brands with programmatic advertising technology and have invested in contextual and attention-based targeting.
Broad incumbents
- Outbrain: Outbrain is a native advertising and content discovery platform operating across premium publisher networks. It is comparable to GumGum because both serve enterprise brands and publishers with programmatic native/contextual ad placements on the open web.
- Taboola: Taboola is a content discovery and native advertising platform serving major publishers and brands globally. It is comparable to GumGum because both monetize publisher inventory through programmatic channels and serve enterprise advertisers with contextual/native ad formats.
- Yahoo (Verizon Media): Yahoo's ad platform (formerly Verizon Media) is a large-scale digital advertising business spanning DSP, SSP, and native formats. It is comparable to GumGum because both operate omnichannel programmatic ad platforms with CTV, video, and display inventory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
GumGum social profiles
Digital presenceGumGum financial estimates
Financial estimateRevenue estimate
Valuation estimate
GumGum leadership team
Management profileNumber of profiles
Profiles7 records
GumGum subsidiaries and ownership
Company hierarchySubsidiaries2 records
GumGum funding detail
Funding detailFunding overview
Funding rounds7 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GumGum M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GumGum
What does GumGum do?
GumGum is an AI-driven advertising technology company that sells omnichannel contextual advertising solutions across Connected TV (CTV), Online Video (OLV), and High-Impact Display. Its proprietary Mindset Graph™ AI analyzes consumer mindset signals in real time to deliver targeted advertising through a global Supply-Side Platform (SSP), serving brands, agencies, and publishers across 19 markets.
Is GumGum a public or private company?
GumGum is a private company. It is classified as venture growth investor backed and is currently operating.
When was GumGum founded?
GumGum was founded in 2008. It employs 51 to 100 people.
Where is GumGum based?
GumGum is headquartered in Santa Monica, United States, in the North America region.
How does GumGum make money?
One revenue line is on record: programmatic Advertising.
Who are GumGum's main competitors?
Direct peers on record are Index Exchange, DoubleVerify, Magnite, The Trade Desk, PubMatic, Integral Ad Science and Criteo. Broad incumbents are Outbrain, Taboola and Yahoo (Verizon Media).
Does GumGum have an API?
No public API is recorded for GumGum.
What industry is GumGum in?
GumGum's product category is Digital Advertising Technology (Adtech). Its primary akta.pro industry code is BPAFABAN, Media Measurement, Attribution & Mix Modeling (MMM/MTA), with a secondary code of BPAEAHAG, Generative AI & LLM Solutions Services (RAG, Agents, Copilots). Its NAICS code is 54191 and its SIC code is 7310.