GumGum

GumGum operates a hybrid adtech platform spanning demand-side activation, contextual intelligence, measurement, creative tooling, and supply monetisation. It creates value by enriching impressions with contextual and attention signals, packaging premium and curated inventory, and enabling advertisers and agencies to plan, buy, optimise, and measure campaigns while helping publishers monetise supply more effectively.

GumGum is a private adtech company headquartered in the United States that sells a unified platform for contextual targeting, attention measurement, programmatic activation, creative execution, and publisher monetisation. Its products serve advertisers, media agencies, programmatic buyers, and publishers across display, video, mobile and connected TV. The business has expanded through acquisitions including JustPremium for premium rich media and video marketplace capabilities and Playground xyz for attention measurement.

The company makes money primarily from media-spend-driven economics rather than pure software subscriptions. Revenue appears to come from take rates and fees embedded in programmatic media transactions, contextual and attention data layers, premium inventory access, and creative formats sold into campaigns. Its positioning is centred on privacy-first advertising without reliance on third-party cookies.