Sydney, Australia – Contextual-first, global digital advertising platform GumGum has announced the integration of advertising platform Playground xyz’s media portfolio into its Asia-Pacific (APAC) business – creating a new suite of of AI-powered, contextual ad solutions to help advertisers tap into audience mindset and achieve standout attention rates.
Through this merge, the entirety of Playground xyz’s media arm of the APAC market will now be fully integrated into GumGum’s fleet of ad solutions.
Additionally, Playground xyz’s APAC media business will adopt the GumGum brand for unification and global alignment. Playground xyz’s Attention Intelligence Platform (AIP) will continue as a standalone data solution delivering global market-leading attention measurement for GumGum’s media business and the broader industry across display, YouTube, Facebook, Instagram, TikTok, OLV and more.
This integration of GumGum’s media businesses in APAC represents the final piece of the rollout of The Mindset Platform launched in North America and Europe in late 2023.
The Mindset Platform combines AIP, GumGum’s media products, and GumGum’s advanced contextual intelligence platform, Verity, further bridging the gap between brands and consumers, allowing advertisers to meet audiences with the right mindset for an ad to drive increased attention, better business outcomes, and boost ROI.
Talking about this integration, Sorrel Osborne, head of media, APAC, at GumGum, said, “The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum. Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence.”
