GumGum, the digital marketing platform for the visual web, and The Trade Desk, a leading Demand Side Platform (DSP) in advertising technology’s $20 billion programmatic industry, today announced a partnership and direct integration that makes GumGum’s in-image advertising inventory available programmatically within The Trade Desk. The integration has been successfully used by over 35 brand clients.
The Trade Desk is the first DSP to enable programmatic access to GumGum’s non-standard in-image ads, which are natively integrated into relevant photos and content. The exclusive, brand-safe inventory stems from GumGum’s direct relationships with more than 2,000 premium properties, which collectively reach 400 million unique visitors per month worldwide. In-image ad units drive significantly better results than market benchmarks including, elevated brand lift, high viewability rates and higher-than average click-through rates.
The integration enables GumGum’s in-image, in-screen and other rich media units to be delivered across both desktop and mobile in the same way standard ads have historically been delivered programmatically. Advertisers can also use standard IAB ad formats to deliver in-image campaigns programmatically.
“The visual web continues to grow as consumers create, share, and consumer more images and videos than ever before. GumGum’s unique inventory has seen a significant increase in demand because of the correlated shift in adoption on the brand side,” said Ophir Tanz, CEO of GumGum. “Our integration with The Trade Desk allows us to meet this demand and empower more brands with the tools and inventory needed to utilize the visual web to their advantage, reaching customers in a more effective, engaging way.”
Campaigns can be targeted by category through GumGum’s deep, contextual image recognition technology. Complementing the contextual targeting, viewable placement and high-impact creative units of GumGum, The Trade Desk allows advertisers to overlay first-party and third-party data sources with the efficiency of programmatic buying across The Trade Desk platform.
“Over the past year, the big question has been whether or not native formats will be able to go programmatic. In this partnership we’ve been able to answer that question convincingly,” said Tim Sims, VP of Inventory Partnerships. “Our partnership with GumGum is truly representative of the potential that both premium programmatic and the visual web hold for the advertising industry. Connecting GumGum’s native in-image units integrated into relevant content with an advertiser’s data and the efficiency of programmatic is going to continue to be a very compelling proposition for brands.”
About The Trade Desk
The Trade Desk powers the most sophisticated buyers in advertising technology. Founded by the pioneers of real-time bidding, The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators and their advertisers best-in-class technology to manage display, social and video advertising campaigns. The Trade Desk empowers buyers at the campaign level with the most expressive bid capabilities in market, full-funnel attribution, and detailed reporting that illustrates the consumer journey from initial impression to conversion. By maintaining a pure buy-side focus, The Trade Desk delivers on branding and performance for clients worldwide. Headquartered in Ventura, Calif., The Trade Desk has offices across the United States, Europe and Asia.
As the inventor of in-image advertising, GumGum is the digital marketing platform for the visual web. Our technology unlocks the value of connected images, and delivers highly visible campaigns and rich insights to marketers. Reaching over 400 million visitors as they view images and content across more than 2,000 premium publishers, GumGum ads consistently achieve an 81% viewability rate and deliver 10 times better engagement than traditional display options, resulting in superior brand lift for marketers and increased revenue for publishers. Powered by its core image recognition technology, GumGum also offers Mantii, a real-time image recognition tool for brands to identify and activate their most important images and engage their top influencers on social media.
With GumGum, leading brands from AdAge’s top 100 US advertising spenders list, including Disney, L’Oreal and Toyota, can target audiences with contextually relevant content through in-image and in-screen ads, native, video and programmatic options. GumGum is headquartered in Santa Monica, California, with six additional offices in the US and in the UK. Founded in 2007, GumGum is backed by investors including Morgan Stanley, NEA, Upfront Ventures, First Round Capital and Crosscut Ventures.