GumGum, a global contextual advertising technology company, might be the next company to IPO.
GumGum provides tools to analyze and place ads across platforms. It was founded in 2008 and works with over 100 major brands and 1,200 leading publishers globally. Some of its existing investors include bigshots like Goldman Sachs (GS), NewView Capital (NVC), and Morgan Stanley (MS).
With greater privacy concerns surrounding the advertising industry these days, GumGum is one-upping the game by matching the content of a webpage with the content of an ad. GumGum is privacy-friendly as it doesn't require users' personal information to lure them into buying unnecessary stuff (it only accesses the website text).
Why it matters
Adtech is a hot sector which analyzes data to make digital marketing successful. However, GumGum's success shows that it should only take away cookies, not privacy.
