GumGum merges Playground xyz’s APAC media business

Digital advertising platform GumGum has announced the integration of Playground xyz’s media portfolio into its Asia-Pacific (APAC) business.

Acquired by GumGum in 2021, Playground xyz is a global advertising platform with a range of ad formats.

Playground xyz’s Attention Intelligence Platform (AIP) will continue as a standalone data solution, delivering attention measurement for GumGum’s media business and the broader industry across Display, YouTube, Facebook, Instagram, TikTok, OLV and more.

This integration of GumGum’s media businesses in APAC represents the final piece of the rollout of The Mindset Platform launched in North America and Europe in late 2023.

“In an increasingly crowded and distracted digital ecosystem, the ability to tap into consumer mindset and capture and measure attention has become mission critical for brands,” says Sorrel Osborne, Head of Media, APAC, at GumGum.

Global pizza brand Domino’s was the first brand to leverage the power of The Mindset Platform for its “50% off” pizza campaign in the United Kingdom, which won the award for Game-Changing Technology at The Drum Awards for Digital Advertising in 2023.