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GumGum turns sports sponsorship exposure into addressable ad audiences

GumGum launched GumGum Sports Media, a suite that uses Relo Metrics to detect when a brand’s sponsorship appears during a live broadcast and VideoAmp’s household viewership data to identify who actually saw it.

Why it matters. Sponsors gain a way to prove and extend sponsorship ROI with household-level exposure data instead of relying on modeled or inferred fandom.

Signal from adweek.com · Irina Katsnelson · read the original.

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