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JustPremium’s Harmen Tjaarda (Co-founder) and Eric Visser (CEO & Founder) | Image credit: JustPremium

California-based GumGum, an AI-based advertising technology company that uses machine learning to extract value from digital content, has announced the acquisition of Amsterdam-based JustPremium, a media and video ad marketplace.

The news follows as both GumGum and JustPremium report to have witnessed significant growth as the industry shifts to contextual technology and digital advertising solutions.

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According to Wikipedia, contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers.

Programmatic advertising

Founded in 2012 by Eric Visser and Harmen Tjaarda, JustPremium is a platform for programmatic rich media. It combines creativity with media and technology to help brands stand out in a competitive digital environment through impactful cross-screen user experiences.

Boasting more than 15 billion available impressions, JustPremium claims to provide access to the largest network of rich media display and video inventory in the world. Reaching more than 900 million unique visitors in more than 25 countries every month, the company connects thousands of premium publishers with the top brands.

Eric Visser, CEO of JustPremium, says, “Over the past 9 years, we have built a successful business based on making it simple to create, buy, and deliver memorable ads with a portfolio of high-impact video and display formats running on a global network of premium publishers. With GumGum, we will now be able to maximise that vision by expanding our global reach and pairing our creative offering with an accredited industry-leading contextual engine that will meet the needs of what advertisers and publishers have been asking for.”

With this acquisition, JustPremium’s CEO, Eric Visser will stay on as the EMEA President of GumGum and report to Phil Schraeder, GumGum’s CEO.

The company is headquartered in Amsterdam and has regional offices in locations such as New York, Los Angeles, London, Hamburg, Copenhagen, and Mexico City. Currently, it has approx 150 employees globally.

Aim of this acquisition

Talking about the company’s growth, in 2021, GumGum’s revenue alone grew over 40 per cent compared to last year. And now with JustPremium, GumGum will offer a comprehensive solution that leverages both contextual and creative to deliver campaigns that are dynamically placed and drive consumer attention across digital environments for video, display, and CTV. 

Their first combined offering will include a new high impact In-Article family of products which includes In-Article Video (outstream) ad unit, as well as an In-Article Shoppable display ad unit. Both of them will be powered by Verity, GumGum’s accredited contextual data solution.

Speaking on the development, Phil Schraeder, CEO of GumGum, says, “Brands are looking for a strategic partner with value tested and accredited technology that drives campaign results, with no reliance on cookies, on a global scale. We believe this acquisition makes us that partner. It’s all about creative, context, and global scale. With those three elements, powered by sophisticated technology, we deliver what consumers want across all digital environments and, as a result, drive strong campaign ROAS for our brand partners.”

Currently, JustPremium helps brands connect with more than 900 million people in premium environments. Hence, by joining forces with JustPremium, GumGum will double its’ brand and publishers presence in the UK and will expand into eight new markets including Germany, France, Spain, Netherlands, Belgium, Sweden, Denmark, and Mexico.

Mediatech company specialising in contextual intelligence

Founded in 2008 by Ari Mir and Ophir Tanz, GumGum is an advertising technology company that provides tools to analyse and place ads based on content across desktop, mobile and internet-connected TV platforms.

For advertisers, GumGum offers a full suite of “future-proof solutions”. The company’s contextual advertising engine, Verity, comprehends the meaning of text, images, and video online, allowing marketers to precisely place ads where people are most engaged. According to WSJ, GumGum has more than 100 brands and 1,200 publishers globally as its clients.