GumGum, an AdTech company that provides a contextual analytics intelligence platform, has launched a joint sports marketing solution.

The company aims to integrate The GumGum Platform, which serves advertising needs, with Relo Metrics, a sports sponsorship measurement division owned by GumGum. Key features of the solution include delivering relevant ads, tracking sponsorship impact before, during, and after live events, and user engagement beyond the game. It identifies appropriate ad contexts, themes, and keywords in real time and optimizes ad placements to create more relevant connections between brands and consumers across digital platforms.

Analyst QuickTake: GumGum's launch of a new sports marketing solution, combining its platform with Relo Metrics, signifies a strategic shift toward enhancing its overall product strategy by integrating advanced analytics and measurement capabilities into sports advertising. For instance, it can provide insights into the success of sponsorships in digital environments where "women's sports" are being discussed.