GumGum Buys Ad Attention Measurement Firm Playground xyz

Advertising and media computer vision specialist GumGum has acquired Sydney, Australia-based ad attention measurement platform Playground xyz for an undisclosed sum.

Playground xyz's platform helps measure attention time - how long, in seconds, an ad is actually looked at. The firm does this through AI technology which is trained and verified using eye-tracking data. Founded six years ago in Australia, Playground xyz has expanded operations across APAC, EMEA and the US.

GumGum says the addition of Playground xyz will enable advertisers to measure the attention of their contextually-driven campaigns, without the use of personal data. Through the deal, GumGum will expand its global footprint with six new offices in APAC, and Rob Hall (pictured), Playground xyz's CEO, will lead GumGum attention products as Global President, Attention Intelligence Platform.

GumGum CEO Phil Schraeder comments: 'Our accredited contextual technology combined with Playground xyz's proven attention measurement and optimisation solution will allow advertisers to future proof their attribution strategies by moving past basic viewability metrics to better understand the true effectiveness of their digital campaigns'.

Web sites: www.gumgum.com and www.playground.xyz .