EXTE vs GumGum

EXTE Introduces Beyond Click for Performance Advertising

EXTE has launched 'Beyond Click', a new approach aimed at delivering more efficient and guaranteed performance for advertisers. The announcement was made on September 23, 2026. The article details the features and benefits of this new offering, focusing on moving beyond the traditional click metric to provide improved outcomes and assured results. While the specific mechanics are not detailed in the provided content, the product represents an evolution in performance marketing within the adtech space.

• EXTE launched a new product called 'Beyond Click'.
• The product is designed for more efficient and guaranteed performance.
• The launch was published on September 23, 2026.

Exte opens Hamburg office to enter German market

European adtech company Exte is launching a German operation with a new office in Hamburg to develop business with advertisers, agencies and publishers. Nicolas Poppitz has been appointed Managing Director for DACH & CEE and will lead the local sales and market organisation; Tanja Grünwaldt joins as Sales Director. Exte was formed in 2023 from the merger of Spanish firms Sun Media, Rich Audience and Adpone and combines offerings across contextual targeting and ad formats including display, video, native and CTV. The Hamburg office expands Exte’s European footprint — the company says it already operates in Spain, France, Italy, the UK and Portugal, employs over 300 people from 24 nationalities, and maintains 19 locations in 15 countries. Exte states the local presence aims to grow demand- and supply-side business in the German open web market.

• Exte is opening a new office in Hamburg to build its business in Germany.
• Nicolas Poppitz was appointed Managing Director DACH & CEE and will lead the German market effort.
• Tanja Grünwaldt joins Exte as Sales Director for the German team.

Heineken Uses GumGum's Attentive Lift Tool in Two Campaigns

Heineken leveraged GumGum's attention measurement tool, Attentive Lift, for two flagship campaigns during the summer. This marks one of the first uses of the solution in UK markets. The tool is part of GumGum's broader effort to measure and optimize advertising effectiveness based on attention metrics. The article highlights a growing industry trend towards attention-based measurement as a key performance indicator beyond standard viewability and click-through rates. Heineken, a major global advertiser, is adopting this approach to better understand and improve campaign performance.

• Heineken used GumGum's Attentive Lift tool for two flagship campaigns.
• The tool was used in UK markets for one of the first times.
• Attentive Lift is part of GumGum's attention measurement solution.

Heineken Combines Attention and Brand Lift Metrics

Heineken is testing a new approach that combines brand lift studies with attention metrics to validate the effectiveness of its display advertising and secure more budget for non-walled-garden channels. Working with GumGum, the brewer uses "Attentive Lift" to overlay brand awareness data from On Device with attention time measurements. A test for the Birra Moretti brand showed an 8% increase in unaided awareness and a 4% increase in familiarity among consumers who viewed ads for more than 2.2 seconds. Heineken's in-house media team plans to use these benchmarks to guide media planning, optimizing for quality of exposure rather than just volume. The method is being adopted across U.K. display campaigns, including for Old Mout. Critics warn against relying solely on attention metrics, but the combination with brand lift is seen as a more balanced approach.

• Heineken is testing 'Attentive Lift' with GumGum, combining brand lift and attention metrics for Birra Moretti and Old Mout campaigns.
• The Birra Moretti test showed an 8% increase in unaided awareness and a 4% increase in familiarity among engaged viewers.
• Heineken's marketing and sales investments account for 10.1% of its €14.84 billion net revenue.

GumGum Launches Sports Media Offering

GumGum introduces GumGum Sports Media, a new solution to turn sports viewership into addressable audiences, with a dedicated blog post and case study.