Case Study: GumGum - Decreases Spend on 3PD 25%, Increases ROI 35%
Prior to working with Lotame, GumGum had little insight into which 3PD would be in any prepackaged audience segment, and no control over how this information was selected.
GumGum is an artificial intelligence company that helps advertisers unlock the value of the images consumers encounter across digital media, social networks and professional sports broadcasts. With proprietary computer vision technology, GumGum scans images and videos across multiple platforms, allowing advertisers to place contextually relevant ads where users are most likely to see them.
Prior to working with Lotame, GumGum had relied on large quantities of prepacked third-party data to execute its targeting. While this customer information was plentiful, the company had little insight into which data would be in any prepackaged audience segment, and no control over how this information was selected. As a result, GumGum was paying high markups for data packages that were filled with information the company never had a chance to vet. In order to deliver more effective campaigns on behalf of its customers, GumGum needed a partner that could provide greater transparency, control and flexibility with regard to the data-buying and targeting process.