# GumGum Powers into Europe as New Research Shows Consumers Reject Behavioural Ads
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-03-28
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: UK Consumers More Comfortable with Contextual Ads Revealed
Meta Description: Discover why over three quarters of UK consumers prefer online ads that match their digital environment over browsing history - GumGum's latest study
URL: https://financedigest.com/gumgum-powers-into-europe-as-new-research-shows-consumers-reject-behavioural-adshtml

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_Survey reveals over three quarters of UK consumers indicated they are more comfortable seeing online ads that align with a digital environment over ads based on browsing history._

**London, UK 28th March 2022:** [GumGum, a contextual-first advertising technology company](https://gumgum.com/), today signals the next phase in its mission to shape the future of the digital advertising industry with the launch of its newly combined operation with [JustPremium](https://justpremium.com/), heralding the official launch of the GumGum brand in 6 new European markets. [GumGum](https://justpremium.com/) is also launching new research revealing UK consumers’ interest in leaving behavioural targeting behind.

The study by [GumGum](https://justpremium.com/) and conducted by the Harris Poll found that UK consumers are more than ready for advertisers to ditch tracking their behaviour and place more of an emphasis on placing ads that align with the digital environment and content they are looking at. Top findings from the survey include:

- A majority of UK consumers (65%) would be more tempted to buy a product from an online ad that is relevant to the web page they are looking at in that moment, compared to only [35% who say](https://www.financedigest.com/germany-added-35-more-electric-car-charge-points-in-2022-says-bdew.html "Germany added 35% more electric car charge points in 2022, says BDEW") they’d be tempted to purchase from an online ad based on content they have viewed in the last 30 days.
- Four in five UK consumers (80%) would be more open to seeing online ads on a website if the ads don’t require the use of their personal data.
- A majority of UK adults (66%) [say they are uncomfortable with brands tracking](https://www.financedigest.com/russias-largest-lender-sberbank-on-track-to-profitability-says-ceo.html "Russia’s largest lender Sberbank on track to profitability, says CEO") their browsing history in order to show them personalised ads online.

“This shift away from audience tracking isn’t just because of Google or regulations like GDPR, it’s actually what people want. We found that over a third of UK adults (38%) feel creeped out when brands use [technology to track their internet browsing habits in order to deliver](https://www.financedigest.com/cut-evidence-empower-how-technology-can-help-banks-deliver-on-cop27-commitments.html "Cut, evidence, empower: How technology can help banks deliver on COP27 commitments") relevant advertising, while 31% say they feel violated. That is not how we want people to feel about our industry,” said [GumGum](https://gumgum.com/)’s, CEO, Phil Schraeder.

Schraeder goes on to say, “As human beings we naturally move in micro-moments, floating from one topic to another. [Digital advertising](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") should move with us. Our framework, The Mindset Matrix is what we believe will give [advertisers what they need to deliver](https://www.financedigest.com/cavai-and-mediamath-announce-global-partnership-to-deliver-conversational-advertising-programmatically.html "Cavai and MediaMath announce global partnership to deliver conversational advertising programmatically") relevant, engaging, and effective ads to people without the use of personal data. Not to mention improve how people feel and see the world of [digital](https://www.financedigest.com/alphabets-miss-fans-inflation-fears-across-digital-advertising.html "Alphabet’s miss fans inflation fears across digital advertising") advertising.”

As one of the leading contextual providers, GumGum had a groundbreaking year in 2021 adding more than 400 new clients and posted a year-on-year pro-forma revenue [growth rate](https://www.financedigest.com/u-s-job-growth-powers-ahead-unemployment-rate-at-3-4.html "U.S. job growth powers ahead; unemployment rate at 3.4%") in excess of 40%. In April, it received a [$75 million](https://gumgum.com/newsroom/press-releases/contextual-ad-tech-leader-gumgum-announces-75m-investment-from-goldman-sachs-growth) investment from Goldman Sachs Growth to power the growth of its VerityTM proprietary contextual intelligence engine and other products, to add to backing from Morgan Stanley, New View and Upfront Ventures.

With the addition of the technology and teams of JustPremium, [GumGum now brings to the European market](https://www.financedigest.com/gumgum-appoints-harmen-tjaarda-as-managing-director-for-four-european-markets.html "GumGum appoints Harmen Tjaarda as Managing Director for four European markets") a game-changing mix of next-generation contextual intelligence and industry-leading creative capabilities. Through GumGum advertisers will now be able to [deliver bespoke advertising campaigns that capture consumer attention across](https://www.financedigest.com/adnami-signs-agreements-with-schibsted-and-amedia-to-deliver-high-impact-ads-with-unparalleled-reach-across-the-nordics.html "Adnami signs agreements with Schibsted and Amedia to deliver high impact ads with unparalleled reach across the Nordics") digital environments at scale, without the use of personal data or cookies.

Eric Visser, President of EMEA, [GumGum](https://gumgum.com/) adds: “It’s been five years since GDPR went into effect and the industry has had to start facing a future without personal data. We are delighted to be in a stronger position now more than ever to support our partners across the EMEA market with a privacy-forward [solution through contextual](https://www.financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solution.html "SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution") and creative that allows them to still deliver attention-grabbing campaigns that deliver results.”

As it looks to build a more equitable and [safer future](https://www.financedigest.com/smarter-safer-stronger-cybersecurity-is-now-critical-to-digital-future.html "Smarter, safer, stronger cybersecurity is now critical to digital future") for consumers, publishers, and advertisers alike, GumGum’s proprietary technology represents a major departure for contextual technology. Whereas other providers focus only on keywords, Verity™ applies computer vision and natural language processing to understand the interplay of image, video and text giving the ability to fully understand all the signals within an environment and true contextual reading. Verity and its advanced capabilities is  the only independent ad tech vendor with a [unique certification by the Media Rating Council (MRC)](https://gumgum.com/newsroom/press-releases/gumgum-becomes-the-first-independent-ad-tech-provider-to-earn-mrc-content-level-accreditation) for content analysis for brand safety, suitability and contextual analysis – an accreditation that only YouTube has outside of GumGum.

GumGum is not a stranger to the EMEA market having a presence in the UK over five years ago.  Over that [time the company](https://www.financedigest.com/oxford-bus-company-outsources-for-the-first-time.html "Oxford Bus Company Outsources for the First Time") has become the leading contextual provider in the UK. Having worked with over 150 advertisers in 2021 and grown by over 280% YOY, the company is firmly established to [continue this growth](https://www.financedigest.com/swedish-match-continues-to-see-strong-smoke-free-sales-growth.html "Swedish Match continues to see strong smoke-free sales growth") through acquisition of JustPremium.

GumGum has more than 400 [employees working](https://www.financedigest.com/how-to-protect-your-employees-mental-health-while-remote-working.html "How to protect your employees’ mental health while remote working") from 19 regions around the world. It works with [leading brands](https://www.financedigest.com/how-a-british-tech-brand-can-maintain-category-leading-position-and-continued-growth-by-investing-in-the-uk-people-and-infrastructure.html "How a British tech brand can maintain category leading position and continued growth by investing in the UK people and infrastructure") such as Jeep, Verizon, Mini Cooper, L’Oréal; is trusted by all of the major agency holding companies; supports more than ten languages; and works with over 30,000 publisher partner websites.

The new operation retires the JustPremium name, bringing the company fully under the [GumGum brand](https://www.financedigest.com/gumgum-announces-industrys-first-100-brand-safe-ad-exchange.html "GumGum Announces Industry’s First 100% Brand Safe Ad Exchange") and installing JustPremium founder Eric Visser as President of EMEA.

**About** [**GumGum**](https://gumgum.com/) **:**

[GumGum](https://gumgum.com/) is a contextual-first global advertising technology company that captures people’s attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer’s active frame of mind rather than [behaviour](https://www.financedigest.com/2021-predictions-less-fraud-shifting-consumer-behaviour-and-accelerating-pace-of-innovation.html "2021 predictions: less fraud, shifting consumer behaviour and accelerating pace of innovation") builds a more equitable and safer future for consumers, publishers and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 [markets worldwide](https://www.financedigest.com/intracranial-pressure-monitors-market-is-set-for-a-potential-growth-worldwide.html "Intracranial Pressure Monitors Market is Set for a Potential Growth Worldwide"). For more information, visit [gumgum.com](http://gumgum.com/).

**For more information:** [pr@gumgum.com](mailto:pr@gumgum.com)

**This is a Sponsored Feature.**


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