# GumGum

> GumGum is a global advertising technology company that combines contextual content analysis, attention measurement and creative formats to help brands and agencies plan, place and evaluate digital ads across display, online video and connected TV. Its Mindset Graph and Mindset Portal connect content signals with campaign objectives.

- **Founded:** 2008
- **Headquarters:** Santa Monica, United States
- **Founders:** Ophir Tanz (Co-founder; former CEO), Ari Mir (Co-founder; early Chief Product Officer)
- **Products:** GumGum Contextual, GumGum Attention, GumGum Creative, Mindset Graph, Mindset Portal
- **Notable:** Earned MRC content-level accreditation in 2021; the September 2024 continuation letter specifies English-language classification across desktop, mobile web and CTV, excluding sentiment reporting., Acquired Playground xyz in December 2021 using cash and stock., Reported USD 113 million revenue and 415 new clients for 2021.

## Products & services

- **GumGum Contextual** — Formerly Verity; AI classification of text, images, audio and video for targeting and brand suitability.
- **GumGum Attention** — Attention measurement and optimization incorporating the acquired Playground xyz technology.
- **GumGum Creative** — High-impact display, video and CTV advertising formats and creative services.
- **Mindset Graph** — Signal engine connecting context, attention, creative and environment to campaign objectives.
- **Mindset Portal** — Client workspace for planning, activation and campaign analysis.
- **Mindset Agent** — Transforms briefs into reviewable custom segments; launched with The Trade Desk activation.
- **GumGum Sports Media** — Replay, Counterplay and Sports Audiences combine Relo sponsorship detection with VideoAmp viewing audiences.

## Achievements

- Earned MRC content-level accreditation in 2021; the September 2024 continuation letter specifies English-language classification across desktop, mobile web and CTV, excluding sentiment reporting.
- Acquired Playground xyz in December 2021 using cash and stock.
- Reported USD 113 million revenue and 415 new clients for 2021.
- Reports McDonald’s campaign results of 92.7% display viewability, 84% online-video completion and 53% attention lift within Family content.

## Latest updates

- **2026-09** — Expanded access to high-impact ads and Mindset Segments through Amazon DSP; blog published September 16.
- **2026-07** — Launched Mindset Agent with The Trade Desk as first activation partner on July 15.
- **2026-04** — Published Mindset Chat introduction on April 20.
- **2025-06** — Appointed Marcus Startzel CEO on June 12, succeeding Phil Schraeder.

## Links

- Website: https://gumgum.com/
- LinkedIn: https://www.linkedin.com/company/gumgum/
- Twitter/X: https://twitter.com/GumGum
- YouTube: https://www.youtube.com/@GumGumInc
- Instagram: https://www.instagram.com/gumgum/
- Facebook: https://www.facebook.com/gumguminc
- TikTok: https://www.tiktok.com/@itsgumgum

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Profile page: https://yespress.io/gumgum
Published by YesPress — https://yespress.io
Last updated: 2026-10-21