GumGum integrates Playground xyz's media portfolio into APAC business

By AdNews | 23 April 2024
Sorrel Osborne.

GumGum, the contextual-first, global digital advertising platform, has integrated Playground xyz’s media portfolio into its Asia-Pacific (APAC) business – creating a suite of AI-powered, advanced contextual ad solutions to help advertisers tap into audience mindset.

Playground xyz’s APAC media business will adopt the GumGum brand for unification and global alignment. Playground xyz’s Attention Intelligence Platform (AIP) will continue as a standalone data solution delivering global attention measurement for GumGum’s media business and the broader industry across Display, YouTube, Facebook, Instagram, TikTok, OLV and more.

Acquired by GumGum in 2021, Playground xyz is an attention-based advertising platforms incorporating a raft of creative ad formats. This includes Hang Time, Super Skin and Hoverboard; these formats and the entirety of Playground xyz’s media arm of the APAC market are now fully integrated into GumGum’s fleet of ad solutions.

This integration of GumGum’s media businesses in APAC represents the final piece of the rollout of The Mindset Platform launched in North America and Europe in late 2023. The Mindset Platform combines AIP, GumGum’s media products, and GumGum’s advanced contextual intelligence platform, Verity. 

GumGum's head of media for APAC, Sorrel Osborne, said in an increasingly crowded and distracted digital ecosystem, the ability to tap into consumer mindset and capture and measure attention has become mission critical for brands.

“The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum," he said.

"Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence.”

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