Dive Brief:
- L'Oreal is running a new display ad campaign using GumGum's ad-targeting technology to place ads based on the hair color of the women in photos.
- To promote its ombre hair color product, L'Oreal is using the "in-image ad platform" to run display ads across GumGum's network of over 1,000 publishers.
- L'Oreal Paris Senior VP of Marketing Malena Higuera says that GumGum's technology was attractive because it provides "the tools for achieving a particular look the moment the consumer is inspired by it."
Dive Insight:
GumGum's image recognition tech adds another layer to display ad targeting. The in-image ads sometimes appear on photos within editorial content, making them a topic of discussion in native advertising, too. There's certainly a world of potential for the type of technology GumGum has developed.
