Contextual data vendor GumGum has found a new calling – convincing advertisers that the least disruptive ad formats get the best results. Speaking to Faultline, GumGum’s GM for EMEA, Pete Wallace, argues that longer, traditional ad pods are ineffectual from a campaign reporting standpoint, as audiences are often ignoring the TV as they play. Instead, Wallace claims, shorter and less intrusive ad formats are a far better way to guarantee the engagement that ratings purport to. The most promising prospect in development is an ad overlay tool, which allows a dynamic border to surround content, rather than disrupting playback with a traditional ad pod. GumGum partners with ad-funded content platforms to install these ad formats, using proprietary server-side ad insertion…