GumGum acquires attention measurement and optimization


SANTA MONICA, Calif., December 16, 2021 (GLOBE NEWSWIRE) – chewing gum, a global media and technology leader specializing in contextual intelligence, announced the acquisition of Xyz playground, a global attention-driven advertising platform. The transaction was effected using a mixture of cash and stocks and will be immediately accretive. With the addition of Playground xyz, GumGum will now offer advertisers the ability to measure the attention of their contextual campaigns without using personal data.

“In a future without cookies and personal data, we believe that digital advertising will come down to capturing the consumer’s mindset through a combination of creativity, context and consumer attention. Each is important independently, but together constitute the matrix of mindsets, which will be the key to understanding and optimizing the campaigns of the future ”, said Phil Schraeder, CEO of GumGum. “Our accredited contextual technology combined with Playground xyz’s proven attention measurement and optimization solution will enable advertisers to sustain their attribution strategies by going beyond basic visibility metrics to better understand the true effectiveness of their campaigns. digital. “

Playground xyz pioneered the Attention Intelligence Platform, the world’s first integrated technology stack to measure and optimize attention time – how long, in seconds, an ad is actually watched. Playground xyz does this through its AI technology which is trained and verified using real eye tracking data. Founded six years ago in Australia, Playground xyz has expanded its operations across APAC, EMEA and the United States. Demand for the platform continued to accelerate, with Playground xyz posting revenue growth of over 60% year-over-year.

Said Rob Hall, CEO of Playground xyz: “There are two seismic changes happening in the advertising industry. The first is the death of the cookie which will have a huge impact on how we reach and target consumers. Contextual targeting will be the winner here and GumGum has unmatched pedigree via the only MRC accredited content level solution.

The second is the emergence of an “attention economy” which recognizes that brands are increasingly fighting for their precious share of consumer attention. Playground xyz has the world’s most award-winning attention measurement and optimization platform. Combining GumGum’s contextual privacy solutions with our attention-focused advertising products creates an unbeatable combination.

Both GumGum and Playground xyz have experienced rapid and accelerated growth as the industry moves towards a cookie-free world and grapples with the attention economy. With the addition of Playground xyz, GumGum will expand its global presence with six new offices in APAC. Rob Hall, CEO of Playground xyz, will lead GumGum Attention Products as Global President, Attention Intelligence Platform.

For more information, please contact [email protected]

About GumGum
GumGum is the leading contextual intelligence platform for online media. For over a decade, we’ve applied our proven machine learning expertise to promote more relevant and intentional advertising on the Open Web. Our proprietary Contextual Intelligence Engine – the only MRC-accredited contextual technology – elevates the whole premise of contextual advertising by applying computer vision and natural language processing to understand the interplay of text, images and video which together constitute the real and relevant mindset of online engagement. Combining unparalleled contextual intelligence with exclusive, high-impact advertising formats, GumGum’s advertising solutions deliver industry-leading efficiency, accuracy and performance. We believe that a context-based digital advertising ecosystem is better for consumers, publishers, and advertisers – and for that reason, we believe it’s key to building a more equitable and less invasive future for the internet.

About the xyz playground
Playground xyz’s mission is to master the art and science of maximizing consumers’ attention to ads. The Company’s Attention Intelligence Platform is the world’s first integrated stack to measure and optimize both media and creative to maximize attention time: how long people actually watch an ad. Playground xyz has offices in Australia, New Zealand, Canada, Singapore, Hong Kong, London, New York and Los Angeles. For more information visit


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