The GumGum research paper compares contextual intelligence with behavioral targeting in digital advertising. With cookies being phased out, contextual approaches analyze webpage content to ensure brand-safe, relevant ad placements. A study with Dentsu Aegis showed contextual targeting was more cost-efficient across metrics: GumGum Verity delivered impressions 36% cheaper, CPC 48% lower, and vCPM 41% less than behavioral ads. Verity also achieved 71% contextual relevance, outperforming other vendors by 1.7x. Using machine learning, NLP, and computer vision, Verity interprets full-page meaning, ensuring ads align with user intent while improving efficiency, safety, and engagement.

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