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Matterkind, GumGum debut new mobile ad format

Toronto-based Matterkind, a subsidiary of IPG, has renewed an agreement with artificial intelligence company GumGum to launch a new advertising unit that will be exclusive to Canada. The unit is designed for mobile devices and consists of a three-second animation which frames the content on the screen before expanding into an interactive advertisement. Through this agreement, GumGum will also provide targeting and brand safety technology, publisher inventory, and several other ad formats for use by Matterkind clients.

“When you think about where digital advertising is headed and where brands have the most to gain, it’s in building direct connections with people on the touchpoints that matter, and that’s what Matterkind is doing,” said Ben Plomion, chief growth officer at GumGum. “People don’t want brand clutter thrown at them online, even if it’s from brands they’ve been interested in at some point. By eschewing that clutter-based approach, Matterkind’s powerful set of new applications are scalable across the advertising ecosystem; a differentiator in the Canadian market. We’re doing the same thing at GumGum. That’s what makes our partnership so exciting. Our work together can prove what the future of digital advertising could look like.”

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