Marketing

Contextual advertising firm GumGum buys company offering attention metrics to brands

Marketers increasingly want to know if people are really seeing their ads online.
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Like your 10th-grade geometry teacher, advertisers are desperate for folks to pay attention.

Last week, GumGum, a company specializing in contextual advertising, announced it acquired Playground xyz (yes, those are really their names), a company that provides attention metrics to advertisers.

  • Now, advertisers using GumGum will be able to measure campaigns via attention metrics provided by Playground xyz, helping them see “how long, in seconds, an ad is actually looked at” according to a press release.
  • GumGum said Playground xyz uses a mix of AI and “real eye-tracking data” to measure attention.

So what? Companies providing attention metrics are aiming to give brands smarter tools to figure out whether people are actually seeing their ads online.

  • Adelaide, another company that offers attention metrics, raised $2 million last spring and has worked with Microsoft, Mars, Slack, Verizon, and AB InBev.
  • In October, Dentsu announced its own attention metric.

Companies like Adelaide say they can predict how much “attention” an ad earns partly by looking at the inventory that’s bought. “If the only thing you do is optimize toward viewable CPM, and you want the cheapest viewable CPM possible, you will get tiny little ads on very big screens and that gets you no attention,” Adelaide’s founder and CEO Marc Guldimann told Marketing Brew in October.

Zoom out: Some of the traditional metrics advertisers have leaned on to measure campaigns—namely, impressions and viewability—seem to be becoming a bit passé. They don’t tell the whole story and can lead to ad spend being pulled from reputable publishers toward spammy sites 👀.

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