As Global Ad Spend Falls, GumGum Uses Simplaex’s AI, Rivr, to Make More With Less
Summary
BERLIN--(BUSINESS WIRE)--GumGum, a contextual ad exchange, has partnered with Simplaex’s Rivr, an AI-powered traffic shaping tool to improve its Supply Side Platform’s (SSP) programmatic auction performance. Rivr aided GumGum in responding to recent global events that have led to a surge in supply and steadily declining demand by adjusting ad operations to increase efficiency and performance. “By incorporating Rivr into our auction process, our SSP has been able to deliver higher quality traffic to each of its demand partners––driving better performance at lower cost,” said GumGum’s CTO, Ken Weiner, adding, “using Rivr’s machine learning to tackle more mundane tasks, we’ve been able to direct more of our own machine learning efforts toward our core business priorities.” The relationship, which began at the start of 2020, has helped GumGum streamline operations. Traffic shaping, with the ability to understand audience targeting, has the power to decrease infrastructure costs and increase performance while at the same time improving the DSP-SSP relationship. This is done by teaching machines to see and understand the complex web of relationships between the demand and supply side and extracting value from the varying paths and touchpoints of the advertising industry.
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