Data as of Oct 3, 2026A question buyers ask in AdTech and MarTech Platforms.
Reviewed by Dimitry Apollonsky ·
Alphabet holds a narrow lead for broad contextual targeting, closely trailed by GumGum as interest shifts toward cookieless alternatives. When teams specifically prepare for the deprecation of third-party cookies, GumGum becomes the usual answer for analyzing multimedia environments without tracking data.
multimodal analysis across text, images, and video through its Verity engine
pre-bid contextual categories across display and connected television environments
visual context, sentiment matching, and native cookieless ad formats
contextual classification alongside brand safety and inventory verification
semantic content analysis and brand suitability controls for safe ad placement
We ask the same underlying question in different ways.
GumGum is the usual answer when preparing for the loss of third-party cookies, frequently cited alongside DoubleVerify and Peer39 for cookieless semantic targeting.
