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GumGum’s Big Data Team Shares with LA Tech Community

GumGum has continued to grow at a remarkable rate, not only in employee headcount but also in traffic served and user reach, which ranks GumGum as one of the top 5 ad platforms in the U.S. The GumGum ad server requires real-time access to the metadata of millions of images and pages on the Internet. To solve this big data challenge, in 2013, GumGum implemented the storage and serving of the metadata in Cassandra, an open source distributed database management system.

Last week, GumGum Big Data Engineer Mario Lazaro and Dev. Ops Engineer Florian Dambrine presented to the Los Angeles tech community at Hulu headquarters on GumGum’s migration to Cassandra. They discussed the migration process from HBase, obstacles they faced and reasons why GumGum chose to make a complete switch to Cassandra as its distributed NoSQL database.

If you’re interested in helping GumGum with its Big Data challenges, please get in touch with us at http://gumgum.com/careers.

Publisher Spotlight: Food Fanatic

food_fanaticFor our latest Publisher Spotlight, we are very proud to feature Food Fanatic as a partner with whom we have been fortunate to build a strong relationship since its launch in 2012. Food Fanatic is owned and operated by Mediavine, Inc., an internet marketing company that specializes in entertainment-themed websites. Food Fanatic itself brings together food bloggers of all types to foster a community in which they can share recipes, pictures and ideas. We were able to catch up with Eric Hochberger, Co-founder of Food Fanatic and Mediavine, Inc, in order to learn how they have benefitted from GumGum’s in-image and in-screen advertisements.

How would you characterize the audience you reach (size, demographic composition, etc.)?

We’re 80% women and mostly skew towards a 25-34 age demographic. Our users are mostly highly educated with an above average income and have children. We are a relatively new site and we reach about a quarter million unique visitors a month.

What appeals most to you about the in-image advertising format?

The In-image advertising format offers us a great supplemental income of previously unmonetized screen real estate. Even more than that, in-screen offers a very visually appealing location for advertisements in an already visual medium. It’s really a win-win-win for publishers, advertisers and users.

Do you have a favorite GumGum ad format or a favorite campaign that has run on your site?

Some of the brand advertisements on Food Fanatic have been frighteningly fitting. We run a lot of Tex Mex recipes since our managing editor hails from the great state of Texas. There’s nothing like seeing a “Visit Texas” ad or an ad for some tortillas over a picture of your latest taco recipe.

Have you received any feedback from site visitors about ads from GumGum?

We have not received any feedback from our site visitors about GumGum ads and we take that as a good sign. Our audience is surprisingly vocal when it comes to ads they dislike and not so vocal with ads they do like. We figure our audience sees GumGum ads as a friendly addition to their online experience.

What advice would you give to other publishers thinking about working with GumGum?

Absolutely run it. If you’re not currently monetizing your images and you have large images on your site, you’re wasting a lot of screen real estate and missing out on some great supplemental income. These are beautiful, relevant ads for your users. We’ve never heard a complaint and it’s been a great source of reliable revenue.

Is there anything else you’d like to add about working with GumGum?

The account managers at GumGum are unlike any other company we’ve worked with. They are very publisher-focused. Dan and Evan are always extremely responsive by email and phone and I can honestly say I’ve never worked with an advertising platform where I have felt as comfortable with my team as I do with GumGum.

GumGum Ranked As Top 5 Ad Platform

Quantcast released their October ranking of networks and platforms and we’re pleased to share that GumGum is #5 in U.S. reach and #6 in global reach! With a U.S. reach of more than 195M people, GumGum offers advertisers access to over 95% of all web users nationwide. This 84% year-over-year growth was only possible thanks to all our fantastic advertiser and publisher partners. As we move into next year, we’ll keep delivering innovative products that create superior value for both advertisers and publishers. To view the complete list of top 20 ad networks visit Quantcast’s blog.

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The New York Times Reports Monster at Large

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For years GumGum has been championing the idea that there’s a better way to advertise on the Web than banner ads.  Now The New York Times is joining the chorus.  In this recent article, Fall of the Banner Ad: The Monster That Swallowed the Web, columnist Farhad Manjoo reports banner ads are on the decline as advertisers embrace more context relevant options.

He asserts, “if native ads do become the de facto standard of online advertising, they will be a major improvement over banner ads. Both technologically and aesthetically, they do not sit apart from the content with which they appear.”

We couldn’t agree more!  Ads that integrate into their surrounding content, such as in-image ads, deliver a superior experience for both consumers and advertisers.

In-Image Advertising Goes Programmatic

As programmatic continues to dominate the advertising industry agenda, we recently unveiled GumGum’s strategy and announced our first major partnership. Having invented the in-image advertising category, it’s only fitting we’d be first to make this premium inventory available to brands programmatically.

Speaking at the AdAge Digital Conference in San Francisco, GumGum CEO Ophir Tanz outlined our new capabilities and Adweek published this article about how we’ve partnered with Xaxis to make in-image advertising available programmatically for the first time. You can read the full text of the press release here. In the coming weeks we’ll be making additional partnership announcements.

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This is an important milestone for GumGum and demonstrates our ability to walk in step with the ever-changing advertising industry landscape in order to best serve our advertiser and publisher partners. Equally important, it provides a small glimpse into what we think the future of advertising may look like as data and economic efficiency continue to inform media buying decisions.

Above all, what excites us most about our new programmatic capabilities is the huge untapped opportunity it represents for our advertisers. For the first time, advertisers on our platform will be able to combine the benefits of in-image with the power of their audience targeting data and the efficiency of programmatic.

We think this is a tremendous leap forward for premium programmatic and we look forward to working with our clients and partners to capitalize on the opportunity this represents for brands.

If you’d like to learn more about how to transact with GumGum programmatically, email programmatic@gumgum.com or visit the contact page on our site. We’d love to discuss it with you!

GumGum Talks Advertising Week on Fox

Our founder and CEO Ophir Tanz made an appearance on Fox Business Channel’s Risk & Reward with Dierdre Bolton this week to discuss Advertising Week, the growth of GumGum and the role of in-image ads in the rapidly changing digital advertising industry.

In addition to lending his perspective on the news and industry buzz happening across hundreds of events taking place in New York this week, the interview highlighted GumGum’s role in Advertising Week as a sponsor of the annual IAB MIXX conference, the Mobile Media Summit and the Brand Innovators dinner.


Click here to watch the entire segment, which originally aired on Thursday, October 2, 2014.

GumGum In “The Loop” at Mindshare

The loop_thumbnailOreo’s now-famous Super Bowl Tweet set the bar for adaptive marketing in 2013, but applying that kind of quick wit to media strategies that have been in place for months is easier said than done. Since then, other brands have been working to devise their own approach for how to capitalize on real-time media and marketing opportunities.

Mindshare North America has been leading the charge into the next era of adaptive marketing, so we were thrilled when they invited GumGum to become an Action Partner in THE LOOP. As an Action Partner, GumGum joins several high-profile digital advertising providers who will help Mindshare clients identify the right combination of paid media products and services to apply at culturally dominant moments that are relevant to their audiences.

We can think of no better use of our in-image advertising technology. Through our deep contextual understanding of images on a keyword and category basis, we’ll be able to identify relevant photos surrounding cultural touchstones, such as celebrities, sporting events, music festivals and more. We’ll be able to identify the most popular images as they are trending and isolate those that are most appropriate for Mindshare clients to apply their marketing messages in real time.

As our image recognition technology continues to improve, we foresee being able to provide partners like Mindshare with even deeper insights about how brands are represented in photos and how they are shared socially and by whom. Until then, we’re just happy to be in Mindshare’s “loop” and look forward to being part of helping our new partner shape the future of adaptive marketing.

Infographic: Viewable vs. Seen

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We’ve learned a lot about viewability over the past year, both as a company and an industry. But if we’ve learned anything, it’s that people are still at varying stages of understanding on this important industry topic. To that end, we created this easy-to-read infographic entitled “Viewable vs. Seen” to provide a quick study on the core issues surrounding viewability.

As Sherrill Mane said in her recent MediaPost article “Getting Clear On Viewability,” the industry still has lots of questions, especially as it pertains to transacting on viewable impressions and how non-measurable impressions should be handled. Another resource we’ve found especially helpful is “Succeeding with Viewable Impressions and Audience Guarantees,” a comScore presentation by Andrea Vollman containing several best practices related to transacting on viewable impressions.

As we all move toward a better understanding of viewable impressions, the one thing we’ve learned is that while it’s great to be viewable,  it’s even more important to be seen. A PDF version of the infographic can be found here: GumGum Infographic – Viewable vs Seen.

GumGum Image Scientists Present at IPCV

In a testament to our deep understanding of images, GumGum’s image science team has co-authored a paper delving into the technology behind our recent hair color detection campaign for L’Oreal Paris. This image recognition technology was used by L’Oreal to dynamically target product ads based on hair color and hair volume identified in photos of faces for its Ombre campaign. Our image scientists, Cambron Carter and Dan Rosen, presented their “Automated Hair Color Determination” paper in Las Vegas at the Image Processing, Computer Vision conference this past week. The paper presents their approach and results when using the newly developed image recognition technology. If you are interested and/or scientifically inclined, you can read the full text of the paper here.

Publisher Spotlight: Parent Society

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Recently, we had a chance to touch base with Christine Cook, Ad Operations Manager at our publisher partner, Parent Society, an online lifestyle site for parental-based content. Here is what she had to say about working with GumGum.

 

When was your site started?

We launched with the Cute Kid in 2006.

How would you characterize the audience you reach (size, demographic composition, ect.)?

We’ve got about 3 million unique visitors per month, consisting mostly of moms ages 25-54 with kids under 10. Average HHI (Household Income) $75,000. Our moms are highly engaged, very social and consider themselves shopping, foodie and health/beauty trendsetters.

How long have you been running GumGum ads?

We launched GumGum ads in February 2014.

What appeals most to you about the in-image advertising format?

Our site is extremely visual, with lots of slideshows and photos so it’s a great way to serve a highly visible and impactful ad unit where we have tons of inventory making for great incremental revenue on an area we weren’t really monetizing before.

Do you have a favorite GumGum ad format or a favorite campaign that has run on your site?

The Maytag campaign was great as it was highly engaging and fun and was super relevant to our users, (what Mom wouldn’t love a new washer/dryer?). The visual was really cool and definitely grabbed the user’s attention.

Have you received any feedback from site visitors about ads from GumGum?

Our visitors seem to be happy with the ads. We’ve never received any complaints about them!

What advice would you give to other publishers thinking about working with GumGum?

I’d say go for it and test it out. There’s really nothing to lose. It’s not something that’s going to run on every single image served, so it’s not intrusive. We’ve had really incredible results so far and GumGum is so easy and pleasant to work with. We’re having a great experience and look forward to keeping the partnership going long term.

Is there anything else you’d like to add about working with GumGum?

Just that it’s been a real pleasure. The GumGum team has made is so painless and seamless, we couldn’t ask for more. They’re always quick to reply when we’ve got questions and have been just super helpful overall.

 

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