Game plan for integrating AI into contextual targeting campaigns

Contextual advertising is evolving with AI integration. Kerel Cooper, CMO at GumGum, shares how advertisers can deliver effective campaigns without relying on personal data. He explains how AI-powered contextual targeting tools can identify relevant content environments, maintain brand safety, and scale advertising efforts across emerging digital platforms while preserving user privacy. Show Notes Connect With:Kerel Cooper: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Correll Cooper, who is the Chief Marketing Officer at GumGum, which helps deliver advertising without using personal data. And today, Correll is going to explain how AI-powered contextual targeting can transform your advertising strategy. All right, last question I have for you. This is about who holds the heavyweight championship belt for advertising. I'm going to give you three camps: agencies, brands, or independent ad buyers. Who holds the championship belt?

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  I'm going to say brands because the big global brands still carry a ton of influence in every way, shape or form. Those brands are usually clients of the agencies that you just mentioned. So in many ways, they're partnering together or brands are sort of giving direction to their agency partners and they carry a lot of influence and they spend a ton of money across a bunch of different channels as well, too. So my sort of rapid-fire answer to you, Ben, is going to be the brands.

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  Yeah, it's interesting. I was thinking it would have been the agencies because they are the ones actually placing the buys and they're doing it in aggregate. And so they're negotiating down. But you're essentially saying the agency is the car, the brand is the driver, and then the independent media buyers are sitting in the backseat or maybe waiting for the bus.

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  I don't know if I'd say sitting in the backseat waiting for the bus, but just because of sheer size, the influence is the big brands, the big global brands.

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  All right. Well, Correll, I appreciate your insights. I appreciate you coming on the podcast and it's refreshing to hear a little bit in marketing and advertising, what's old is new again. Contextual advertising influenced by the new technologies that are coming out seems to be on the rise and seems like Gum Gum is leading the charge. Thanks for coming on and being my guest.

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  Thanks for having me, Ben. Appreciate it.

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  All right. And that wraps up this episode of the Martech Podcast. Thanks to Correll Cooper, the Chief Marketing Officer at Gum Gum for joining us. If you'd like to contact Correll, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you can visit his website, which is gumgum.com. He also has a podcast called The Minority Report. So if you're interested in hearing Correll's dulcet tones, check out The Minority Report. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or follow us on YouTube and we'll be back in your feed next week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.