For brand advertisers and media planners, GumGum is a contextual intelligence platform that uses computer vision and AI to analyze webpage content and place relevant display and video ads.
Presence & Market Position
Tracked · below panel floor — earned mentions are accruing toward the next scored window.
Measures earned, engagement-weighted share of voice across the GTM voices panel. Methodology →
GumGum is positioning itself as the contextual intelligence layer for brand advertisers, using computer vision to match display and video advertising with surrounding web content. Its market footprint is early in the GTM conversation so far. Recent company activity centers on Mindset Segments, which move from campaign objectives to approved activation inside GumGum media and supported buying platforms. That expands the company narrative from contextual placement toward planning and activation, while retaining the content analysis that anchors its advertising product.
6sense
Demandbase
The Trade Desk
Zeta
TechTargetMcDonald's, Starbucks, Ford, L'Oréal, Target, Sephora, BBC, Burger King, Domino's, Aldi
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Business Profile
GumGum has operated in ad tech since 2008, when it built its computer-vision engine to read webpage content for in-image advertising, one of the category's early contextual-targeting plays. It grew that engine over the following decade into a broader contextual intelligence platform, then brought attention-measurement technology in-house through the 2022 acquisition of Playground xyz. Marcus Startzel, an ad tech veteran from Millennial Media, AppNexus, and Amazon, took over as CEO in mid-2025 and added Katy Loria as CRO months later, a leadership refresh aimed at pushing adoption of the company's newer Mindset Graph attention product. GumGum remains independent, funded to date at $133.8 million.
Agent Readiness
Measures how easily your agents can build on it — API, MCP, CLI, SDK, docs depth. Methodology →
GumGum's AI work centers on Mindset Graph, a data engine that processes real-time signals to power ad placement, surfaced to clients through the Mindset Portal for direct activation into buying platforms like The Trade Desk. That reads as product-embedded AI rather than developer-facing agent access. No public API or MCP surface is on file yet.
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