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Startup's Technology Helps L'Oreal Target Ads Based On Hair Color

In a demonstration of the power of targeting in a world of ubiquitous computing power, Santa Monica-based ad startup GumGum is powering a new advertising campaign which is able to target ads based on hair color shown in photos. Accoridng to L'Oreal Paris and GumGum, they are using image recognition technology to dynamically target product ads, based on hair color identified in photos of faces on its publisher partners' sites. L'Oreal will show ads for dark hair coloring products based on images with brown or black hair. GumGum offers up in-image photo advertising technology, which slides in ads in photographs and images. The company is backed by NEA, Upfront Ventures, First Round Capital and Crosscut Ventures.


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