GumGum vs Onetag

Five Experts Discuss Signal Value in Video Planning

This article is an expert roundtable held ahead of the ADZINE CONNECT VIDEO 2026 conference. Five industry professionals from agencies and adtech companies discuss the optimal use of signals in video advertising planning. They debate the value of various data sources such as audience data, context, attention, purchase intent, and platform data, questioning whether more signals automatically lead to better decisions. Key themes include the importance of signals that drive concrete planning decisions, the risk of signal noise, the need for testing to validate signal contribution, and the challenges of measuring success in CTV. The experts also address the economic costs of signals, the issue of platform-specific data lock-in, and the need for a common language across platforms.

• ADZINE CONNECT VIDEO 2026 takes place on November 12, 2026 in Hamburg.
• Five experts from agencies and adtech companies share their views on video advertising signals.
• Alexander Kraft (Jung von Matt Impact) argues a signal must influence planning decisions.

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.

One connector for all Onetag: how we brought the platform inside AI agents

New article published on 08/10/2026 about integrating Onetag's platform with AI agents.

Onetag Hires Peter Wallace as Chief Revenue Officer

Onetag, an independent advertising technology company, has appointed Peter Wallace as its new Chief Revenue Officer (CRO). The appointment is aimed at accelerating the company's global growth. Peter Wallace brings extensive experience in the ad tech industry, having previously held senior roles at major companies. This strategic hire reflects Onetag's commitment to strengthening its leadership team and expanding its global footprint.

• Onetag appointed Peter Wallace as Chief Revenue Officer.
• The appointment is intended to accelerate global growth.
• Peter Wallace has previous experience in the ad tech industry.