• GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, announced a partnership with Invincible Entertainment, an over-the-top (OTT) and connected TV (CTV) streaming service provider. The partnership will result in the integration of  GumGum’s in-video contextual advertising platform with Invincible’s OTT and CTV streaming platform, O&O fast networks and Galxy TV.   

• The integration will apply GumGum’s contextual intelligence to Invincible’s library of CTV inventory, allowing advertisers to execute targeted overlay ads (ads that appear in the corner of the screen), providing advertising messages that are woven into the video content that users consume.

<ul><li> Analyst QuickTake: Since the launch of its video-ad unit in March 2021, GumGum has been entering into partnership with CTV providers in an effort to bolster its user reach and the interoperability of its platform, as it seeks to capitalize on the growing opportunity presented by CTV space. The integration is likely to complement GumGum’s recent integration with Xandr , a demand-side ad platform (DSP) with ad inventory specialized for over-the-top (OTT), connected TV (CTV), and other video-based advertising.</ul>