<ul><li>GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, announced an extension to its partnership with Xandr, a demand-side ad platform (DSP). Xandr was acquired by Microsoft in December 2021 and specializes in over-the-top (OTT), connected TV (CTV), and other video-based advertising. GumGum has partnered with Xandr since 2012 and this will result in GumGum’s contextual intelligence platform Verity being integrated with Xandr’s “invest” DSP.</ul>

• Through the partnership, Xandr’s users would be able to directly access GumGum’s cookieless contextual analytics solution for brand safety, contextual segments, keywords, and sentiment analysis, allowing for greater ad customization and targeting. The firm claims that this would scale GumGum’s reach significantly and will process 100 million+ pages per day and 9 billion+ requests per day from Xandr alone.

• The product integration is currently available in the US and also extends to playgroup Xyz, an Australia-based advertising agency that is a part of GumGum.  

<ul><li> Analyst QuickTake: The extension of GumGum’s partnership with Xandr may be in line with its efforts to bolster its user reach and the interoperability of its platform, as it makes preparations to go public in early 2022 .</ul>