Event time: 11:30-18:00
Event enddate: 24/06/2021
Event Description:
Having run our Digital Ad Ops event virtually in 2020, we have decided to shake it up again for 2021 – and are excited to announce that our June event will now be held in Sydney and our November event in Melbourne.
The June event in Sydney will be held at the iconic Australian Institute of Music in Surry Hills, with a capacity of 250 people – and will cover in detail key topics including the future of identity management, how we can continue to support the successful growth of CTV here in Australia, the recent evolutions in Programmatic Transparency Standards and a session on Contextual Targeting – amongst others.
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GumGum blasts contextual ad copycats after its $75m fundraiser
Goldman Sachs’s $75m vote of confidence in GumGum’s contextual ad analysis product – a product that’s been baking since 2008 – suggests the market believes context may once again be king. The Drum catches up with the adtech company’s EMEA managing director, Peter Wallace, to find out how recent rumbles around privacy, identity and third-party cookies have uplifted the firm, while also inspiring pretenders to the throne.
On Tuesday, April 13, GumGum announced a $75m investment from finance giant Goldman Sachs, bringing its overall raised funds to $122m. The Santa Monica adtech company works with 100 brands and 1,200 publishers around the world, but will use the capital for international expansion and to acquire like-minded businesses with something to offer, likely in huge-growth spaces such as OTT and CTV.
Everything You Need to Know About Contextual Targeting
Paid media can be intimidating. Whether it’s PPC or social media advertising, one of the most critical aspects of success is putting the correct message in front of the right people. Get it right, and you’re attracting an audience that wants precisely what to deliver. However, if you manage a campaign without tighter targeting, and you run the risk of pouring cash down the drain.
In the PPC environment, contextual targeting is a mechanism that selects ad placements based on keywords, topics, and other variables in the Display Network.
How does it work?