GumGum

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.

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

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

• Contextual advertising
• Programmatic advertising
• CTV advertising
• Online video advertising
• Attention measurement

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• IAB Tech LabcoreTechnology or Integration · 6 May 2026GumGum 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 xyzcoreStrategic or Co-development Partner · 1 December 2021Acquired 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.
• JustPremiumcoreStrategic or Co-development Partner · 1 August 2021Acquired 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 GermanyminorStrategic or Co-development PartnerAgency partner for RWE campaign execution, representing the agency side of GumGum's go-to-market relationships.
• HUMAN (formerly White Ops)coreTechnology or IntegrationPre-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)minorOthersCloud server infrastructure includes AWS regions in Virginia and Oregon (USA), Ireland, and Tokyo for data processing and storage.
• IAB Tech Lab (CTV Standards)coreStrategic or Co-development PartnerActive 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 GamesminorChannel Partner/ Reseller/ DistributorAttentive Lift solution has attracted partnerships with X Games as one of the key partners in Australia, a satellite market for GumGum.
• Major League PickleballminorChannel Partner/ Reseller/ DistributorPartnership through Attentive Lift solution in the Australian market, representing sports media partnerships in satellite markets.
• SuperMotocrossminorChannel Partner/ Reseller/ DistributorSports media partnership through Attentive Lift solution in Australia, part of GumGum's expanded Australian operations.

Scale indicators10 records

Recent moves5 records

Expansion highlights6 records

Direct 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

• YouTubeyoutube.com/@GumGumInc
• LinkedInlinkedin.com/company/gumgum/posts/?feedView=all
• Instagraminstagram.com/gumgum
• TikToktiktok.com/@itsgumgum
• Xx.com/gumgum
• Facebookfacebook.com/gumguminc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds7 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GumGum