Ad platform GumGum and Montreal-based Oboxmedia have entered a partnership that the companies said will bring in-image advertising to Canada for the first time.

GumGum describes what it does as placing contextual ads on part of a photograph, monetizing the photos and turning them into interactive user experiences for online publishers like Time Warner, Hearst Corporation, Tribune, TMZ, Gannett and Glam Media.

Oboxmedia includes Grooveshark, and HabsolumentFan among its more than 40 French- and English-language websites, which collectively attract over 9 million monthly unique visitors interested in Canadian-centric entertainment, lifestyle, sports and music.

Ophir Tanz, CEO and founder of GumGum, said this marked the first deployment of the platform outside of the U.S. “We’re excited to serve the Canadian territories in partnership with Oboxmedia,” he added.

Founded in 2007, GumGum is headquartered in Santa Monica, Calif. and backed by investments from GRP Partners, First Round Capital, New Enterprise Associates and Crosscut Ventures.

Christopher Rovny, Oboxmedia’s co-founder and vice president, Business Development, said that GumGum’s model fit his company’s publishing strategy. “To us, successful online branding is about more than generating clicks. It’s about getting face time with the right users in environments that support the brand’s promise,” he said.

Related links:

GumGum – official site

Oboxmedia – official site

Photo by Flickr user meddygarnet, used under Creative Commons license