AD TECH AND MARTECH

How ScyllaDB Helped an AdTech Company Focus on Core Business

October 21, 2022

GumGum is a company whose platform serves up online ads related to the context in which potential customers are already shopping or searching. (For instance: it will send ads for Zurich restaurants to someone who’s booked travel to Switzerland.) To handle that granular targeting, it relies on its proprietary machine learning platform, Verity.

“For all of our publishers, we send a list of URLs to Verity,” according to Keith Sader, GumGum’s director of engineering. “Verity goes in and basically categorizes those URLs as different [internal bus] categories. So the IB has tons of taxonomies, based on autos, based upon clothing based upon entertainment. And then that's how we do our targeting.”

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Blast Radius

Blast Radius is a global digital agency helping build our clients’ businesses by connecting brands and consumers in creative and innovative ways. We uncover the shared ideal that lies at the intersection of consumer passion and brand purpose and bring it to life in always-on brand experiences and integrated campaigns.

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Spotlight

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