What is contextual advertising and why does it work?

Contextual advertising targets audiences based on the content they are reading or watching rather than on demographic or behavioural data profiles. GumGum uses contextual signals to match brands with consumers when those consumers are in a mindset that is naturally receptive to the brand's message. Someone reading about fitness is more receptive to relevant sports or health advertising than the same person might be in a different content environment.

What does a non-traditional CMO path teach you?

Coming through ad operations taught Cooper how the commercial machine of advertising actually works at a technical level. Running account management teams taught him what clients value and what creates genuine loyalty. Leading a commercial organisation taught him what drives revenue. A CMO with this range of operational experience makes decisions that account for the full system rather than just the marketing function in isolation.

Why is storytelling the CMO's most important skill?

Storytelling creates emotional connection between brand and audience. In B2B specifically, where purchases involve career risk for the buyer, emotional connection matters because the decision is not purely rational. The marketer who can create a compelling narrative around a product, one that resonates with the audience's aspirations and concerns, builds the kind of brand preference that rational specification comparisons cannot achieve.

Right Mindset Right Moment

Kerel Cooper, CMO at GumGum, on why contextual advertising reaches people at the moment they are most receptive, why coming up through ad operations made him a more commercially rounded CMO, and why the art of storytelling, creating an emotional connection between brand and audience, is the skill that every marketing leader must develop.

Listen to the episode

Apple Podcasts Spotify

October 2025 Season 2, Episode 50 30 minutes

"I did not come up the ranks of marketing. I ran ad ops teams, account management, and a commercial org. That made me a better CMO."

The Conversation

Why a non-traditional path through ad ops created a more commercially rounded CMO and why contextual advertising reaches people at their most receptive

Kerel Cooper has been in advertising and marketing for over 26 years, moving through ad operations, account management, commercial leadership, and product marketing before becoming CMO. At GumGum, the contextual advertising media company, he leads marketing with an unusually deep understanding of how the commercial, operational, and technological dimensions of advertising actually work.

In this conversation Cooper explains why GumGum's contextual advertising approach, matching brand to consumer based on what they are reading or watching rather than who they are demographically, reaches people at moments of genuine receptivity. He also makes the case for the non-traditional CMO path, arguing that understanding what sales teams go through on the front lines produces fundamentally better marketing decisions.

Key Takeaways

Contextual advertising reaches people when they are in the right mindset. That moment of receptivity is what separates effective advertising from noise.

I did not come up through marketing. Ad ops, account management, commercial org. That breadth made me a better CMO.

Storytelling: the art of creating emotional connection between brand and audience. That has always fascinated me.

Process and revenue focus are unusual qualities in a CMO. They produce better marketing decisions because they account for the full commercial system.

26-plus years across multiple commercial functions gives you empathy with every part of the organisation that marketing touches.

In this episode

01Why contextual advertising reaches people when they are in the right mindset to engage

02How a non-traditional path through ad ops creates a more commercially rounded CMO

03Storytelling as the CMO's most important skill: creating emotional connection between brand and audience

04What 26 years across ad ops, account management, and commercial leadership teaches you

05Why process thinking and revenue focus, unusual CMO qualities, produce better marketing outcomes

01 Tell us about GumGum and your role.

"GumGum is a contextual advertising media company focused on powering meaningful connections between brands and consumers. We use contextual advertising to match the brand with the consumer when we feel the consumer is in the right mindset to engage with that brand. I have been CMO for about 15 months, my second stint as a CMO. 26-plus years in advertising and marketing."

Cooper describes contextual advertising as a mindset-match problem rather than a data-match problem.

02 Tell me about your non-traditional path to CMO.

"My career background is not a traditional path to CMO. I ran ad operations teams at publishers, account management teams at Live Intent, and led the entire commercial organisation at Group Black as President of Advertising. Those experiences taught me things about process, commercial reality, and what sales teams go through that I could not have learned coming up through marketing."

The operational depth shapes how Cooper thinks about marketing decisions.

03 Why is storytelling so central to what you do?

"What has always fascinated me about marketing is the art of storytelling and the ability to use storytelling to have a person create an emotional response or connection to a particular product or brand. That is the foundation. Everything else, the technology, the data, the channels, is in service of that."

Cooper places storytelling at the centre of his CMO philosophy.

04 What have you taken from your experience across different types of businesses?

"Different experiences in different areas of the business taught me different things. Running ad operations taught me how the machine works. Account management taught me what clients actually value. Commercial leadership taught me what drives revenue. All of that combined makes for a better CMO."

The synthesis of operational experience across the commercial system.

05 What is the biggest change you have seen in marketing over 26 years?

"The impact that technology has had. When I started there was no Facebook, no Instagram, no X, AI was not as trending as now. Technology changes the way marketers think and the way businesses think generally. But the fundamental job, creating emotional connection between brand and audience, has not changed."

Technology changes the how. The what remains storytelling and emotional connection.

30 Minutes

S2 E50 Season & episode

26yr Kerel Cooper in advertising and marketing across multiple commercial functions

15mo As CMO at GumGum when this episode was recorded

"The art of storytelling and the ability to use it to create an emotional connection to a brand. That has always fascinated me."

Hear Kerel on

The Business of Marketing

Season 2 Episode 50 30 min

Apple Podcasts→ Spotify→ Kerel Cooper GUEST PROFILE→ Kerel on LinkedIn→

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Full Transcript SEO & AI indexed

Season 2 E50 · Kerel Cooper, CMO, GumGum

Lightly edited for readability.

Host Tell us about GumGum and your role.

Cooper GumGum is a contextual advertising media company. We match brand to consumer when the consumer is in the right mindset to engage. 15 months as CMO. 26-plus years in advertising across ad ops, account management, commercial leadership. Not a traditional path to CMO.

Host Why is storytelling so central?

Cooper What has always fascinated me about marketing is the art of storytelling and using it to create an emotional response or connection to a product or brand. All the technology, data, and channels are in service of that. It does not change. The how changes. The what does not.

Right Mindset Right Moment

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