GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, announced a partnership with Playground xyz, a visual attention measurement and analytics solution to integrate attention measurement solutions to all of its display ad campaign solutions.

Playground xyz offers an Attention Intelligence Platform (AIP) which uses eye-tracking panel data coupled with AI to optimize “Attention Time” (measure how long an ad is actually looked at) to help advertisers measure how much attention their ads are securing across channels and formats and provide insights to maximize the value of their ad content. 

As a result of the partnership, beginning in early 2023, Playground xyz’s AIP technology will be integrated with GumGum’s contextual digital ad solutions. This will enable GumGum’s users to measure attention time for digital ad campaigns as well as provide insights to programmatically optimize the delivery of contextual advertising content across global advertising campaigns.

The firm claims that with the addition of attention measurement, GumGum provides a first-of-its-kind complete contextual advertising solution that helps advertisers match the right ad to the right context to deliver higher ROI and results. 

Analyst QuickTake : Attention measurement is a key metric for display-based advertising such as Connected TV (CTV) and in-game advertising (IGA) which is a fast-growing segment of digital marketing. Hence the latest solution is likely to complement the partnerships GumGum has secured in these segments such as with Frameplay (IGA) and Invincible (CTV).