GumGum, a contextual-first digital advertising platform, has launched The Mindset Matrix, a framework for delivering targeted ad campaigns, across current and future channels, without the use of cookies or personal data. “The truth is we don’t need to know who you are in order to deliver relevant and effective advertising,” said GumGum CEO Phil Schraeder in a release.
The Mindset Matrix takes steps beyond contextual advertising. It has three components:
- True contextual understanding, refined approach to context that uses not just text, but image, video and audio, to understand an entire digital environment and support the placement of ads relevant to its audience.
- Smart Ad Creatives that relate ads to the surrounding content, enhancing rather than detracting from the audience’s experience.
- Attention Measurement and Optimization, evaluating the actual attention an ad drives and therefore how successfully the ad fits the context.
Why we care. GumGum is promoting its matrix as “the marketing playbook of the future” — and indeed, if we see stringent government clampdown on use of customer data alongside steps by vendors to deprecate third-party cookies and mobile tracking — the only game left in town may be contextual advertising. Happily, it’s more sophisticated these days than advertising soap on daytime TV shows.
It will need to be.
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