GumGum, an ad tech business specialising in contextual intelligence, today announced a deal to acquire JustPremium, a European video ad and rich media marketplace, for an undisclosed fee. The deal will expand GumGum’s presence in Europe, bolstering its client base in the UK and bringing the company into Germany, France, Spain, the Netherlands, Belgium, Sweden, and Denmark for the first time.
As well as acting as a marketplace, JustPremium lets users build ad creative within its platform. GumGum believes that these creative abilities, combined with its own contextual intelligence, will be a potent combination. The two will work together on a new outstream video ad unit which will make use of JustPremium’s creative tools, and be powered by GumGum’s contextual data solution ‘Verity’.
GumGum says the acquisition positions it well to capitalise on expected growth in contextual advertising, as advertisers focus more on privacy preserving solutions. The company cited data from Kenneth Research which predicts that contextual targeting will be a $412 billion business by 2025.
“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,” said Phil Schraeder, CEO at GumGum. “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.”
Over time, the JustPremium brand name and organisation will be fully integrated into GumGum. JustPremium’s CEO Eric Visser will stay on as president of EMEA for GumGum and report to Phil Schraeder.