Case Study: GumGum cuts 3rd‑party data spend 25% and boosts ROI 35% with Lotame

GumGum Decreases Spend on 3rd-Party Data by 25% While Increasing ROI 35%

GumGum, an AI company that uses computer-vision to place contextually relevant ads, was heavily reliant on prepackaged third‑party data that carried high markups and offered little transparency or control. To deliver more effective campaigns, the company needed greater insight into its audience data and the flexibility to build custom targeting logic.

GumGum partnered with Lotame, using the Lotame Data Exchange and Lotame’s DMP to house first‑party data and access 4 billion third‑party data points without vendor markups. This pick‑and‑choose approach enabled highly customized targeting and better campaign performance, driving a 35% increase in ROI, a 25% cut in third‑party data spend, improved CTR and viewability, and greater control over audience segments.

GumGum

Ben Plomion

Chief Marketing Officer