Global digital advertising platform, GumGum, has announced the integration of Playground xyz's media business into its Asia-Pacific (APAC) operations. Playground xyz, an attention-based advertising platform known for its award-winning creative ad formats, was acquired by GumGum in 2021. The move sees the entirety of Playground xyz’s media arm in the APAC market now fully integrated into GumGum’s suite of ad solutions.

Playground xyz's APAC media business will adopt the GumGum brand for unification and global alignment. The company's Attention Intelligence Platform (AIP) will continue as a standalone data solution, delivering leading attention measurement for GumGum’s media business and the broader industry across various platforms.

This integration marks the completion of the global rollout of The Mindset Platform, launched in North America and Europe in late 2023. The platform combines AIP, GumGum’s high impact media products, and GumGum’s advanced contextual intelligence platform, Verity™. Domino’s was the first brand to leverage the power of The Mindset Platform for its “50% off” pizza campaign in the United Kingdom, achieving an average overall return on ad spend (ROAS) of 225% and an additional 3000 hours of attention on one creative element. The Domino's campaign won the award for Game-Changing Technology at The Drum Awards for Digital Advertising in 2023.

Sorrel Osborne, Head of Media, APAC, at GumGum, commented on the integration, “In an increasingly crowded and distracted digital ecosystem, the ability to tap into consumer mindset and capture and measure attention has become mission critical for brands. The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum. Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence.”