GumGum’s identity solution focuses on contextual advertising, which delivers ads based on the content being viewed rather than relying on personal data. Their platform uses advanced contextual intelligence to analyze text, images, audio, and video, ensuring ads are shown in the most relevant contexts. This approach enhances user engagement and ad performance while maintaining privacy compliance, making it ideal for a cookieless future. GumGum’s Verity™ technology also offers brand safety and attention measurement to maximize ad effectiveness​