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M&A Deal Summary

GumGum Acquires Playground xyz

On December 16, 2021, GumGum acquired marketing company Playground xyz

Acquisition Highlights
  • This is GumGum’s 2nd transaction in the Marketing sector.
  • This is GumGum’s 1st transaction in the United States.
  • This is GumGum’s 1st transaction in New York.

M&A Deal Summary
Date 2021-12-16
Target Playground xyz
Sector Marketing
Buyer(s) GumGum
Deal Type Add-on Acquisition

Target

Playground xyz

New York, New York, United States
Playground xyz is an advertising platform, that integrates stack to measure and optimize both media and creative to maximize Attention Time: how long people actually look at an ad. Playground xyz has offices in Australia, New Zealand, Canada, Singapore, Hong Kong, London, New York and Los Angeles. Playground xyz was founded in 2015 and is based in New York City.

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Buyer(S) 1

Buyer

GumGum

Santa Monica, California, United States
Category Company
Founded 2008
Sector Marketing
DESCRIPTION

GumGum is a global technology and media company specializing in contextual intelligence. The company has applied its proven machine learning expertise to extract value from digital content for the advertising and sports industries. For advertisers, gumgum offers a full suite of pioneering future-proof solutions. The company’s contextual advertising engine, Verity, comprehends the meaning of a text, images, and video online, allowing marketers to safely and precisely place ads where people are most engaged. GumGum was founded in 2008 and is based in Santa Monica, California. ?

DEAL STATS #
Overall 2 of 2
Sector: Marketing M&A 2 of 2
Type: Add-on Acquisition M&A Deals 2 of 2
State: New York M&A 1 of 1
Country: United States M&A 1 of 1
Year: 2021 M&A 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-08-10 JustPremium

Schiphol-Oost, Netherlands

JustPremium is a platform for programmatic-rich media by combining creativity with media and technology to help brands stand out in a competitive digital environment through unique and impactful cross-screen user experiences. The company provides access to the largest network of rich media displays and video inventory in the world. Reaching more than 900 million unique visitors in more than 25 countries every month, it connects thousands of premium publishers with the world’s top brands. JustPremium was formed in 2012 and is based in Schiphol-Oost, Netherlands.

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