GumGum - TFAQs

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of June 2020

The questions fall under three different categories


What is your business model and how do you make money?
GumGum is an artificial intelligence company with a deep expertise in computer vision and natural language processing. It’s our mission to solve hard problems in media by teaching machines to see and understand the world. Our technology is applied advanced contextual targeting for display and video solutions. We sell on a CPM & CPV basis both programmatically and direct.

Can you outline the full details of the agreement on a booking form / contract?
On booking we disclose all details of a campaign including formats, impressions booked, pricing and targeting. If additional information is required, we can supply this upon request pursuant to the terms of an executed Non-Disclosure Agreement. All detail is presented within our Insertion Order.

Will you share who your trading partners are?
GumGum works with all major media agency holding groups. We will disclose these partners apart from details that are contractually deemed confidential and not subject to public disclosure.



Do you own the inventory you sell?
No – inventory is sourced from direct publisher relationships.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
We partner directly with premium publishers, integration can work in various ways including pixel, S2S or header bidding.

Do you specify your media placements and positions?
Yes, all placements are detailed from proposal and throughout the campaign lifecycle.

What insights do you provide back to advertisers?
We are able to provide bespoke contextual insights derived from our page level understanding of where messages were delivered during a campaign. In addition we work with MOAT on all campaigns providing a detailed 3rd party view on delivery and engagement metrics.
GumGum partner with a variety of other 3rd party study partners which on matching certain criteria can be utilised. These measure brand uplift and attention based metrics.

Does the inventory you own or access include UGC content?

What brand safety measures do you use?
We utilise our own proprietary technology utilising both Natural Language Processing and Computer Vision to block content which is deemed to not be brand safe. We are currenlt working through an MRC accreditation to validate the strength of our brand safety capabilities. Brands are also welcome to apply their own 3rd party to validate brand safety.

Which industry standards have you been certified against?
JICWEBS, TAG, IAB Gold Member, Digitrust, EDAA, NAI, Coalition for Better Ads.

Do you have a policy in place for ad-misplacement?
Our brand safety guidelines can be found here.

Are you happy to share your optimisation tactics?
Yes, we will share specifics of our optimisations on a campaign by campaign basis as requested by clients.



Under GDPR what legal basis are you providing your services under?
GumGum operate under consent provided by a CMP (under the IAB Framework), or legitimate interest (via Google’s Consented Provider Solution) where data is required for a campaign.

If consent is the mechanism then can you prove how you obtained it?
GumGum operate within the IAB Framework to obtain consent.

Are you using the IAB Framework?
Yes, our vendor ID is 61.

What other 3rd party data partners require consent for your business to deliver its service?

What do you do with data you obtain from advertiser’s campaigns or data tags?
The data obtained is utilised for campaign insights and optimisation.

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?

Will you provide a link to your privacy and data policies?
This can be found here.

Will you share how you build audience, contextual and targeting segments?
Yes, details are shared with each client on the bespoke targeting strategy defined for their campaign ranging from keywords through to IAB categories applied.


To find out which other companies have completed the FAQs, please visit our members directory here
Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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