GumGum completed the acquisition of Playground xyz.

GumGum, a global media and technology company, completed the acquisition of Playground xyz, a global attention-based advertising platform. Financial terms were not disclosed. “In a future without the cookie or personal data, we believe that digital advertising will come down to capturing the consumer’s mindset through a combination of creative, context, and consumer attention. Each is independently important, but together they make up The Mindset Matrix, which will be key to understanding and optimizing campaigns of the future. Our accredited contextual technology, combined with Playground xyz’s proven attention measurement and optimization 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,” Phil Schraeder, GumGum CEO.