GumGum rolls out a contextual solution ahead of a cookieless future

GumGum last month rolled out Verity, a content classification and brand safety solution that analyzes web pages and images. Verity’s API integrates with all traditional CMSs and DMPs.

According to GumGum, Verity offers a granular content-level insight to digital publishers wanting to maximize the value and utility of their ad inventories.

“Looking ahead to a cookieless future, we saw that publishers would need greater insights about their content to facilitate the potent, safe contextual targeting experiences that will drive revenue,” Phil Schraeder, GumGum’s CEO, explained. “Those insights can’t come from basic text and metadata search, because the web is visual. You need to see the pages the way users do if you really want to understand what they’re about. With Verity, we’re giving you the whole picture, so you can get the greatest value out of your content.”

Verity’s classification and brand safety/suitability functions meet industry measurement standards, including IAB Content Taxonomy v1.0 and v2.0, and the 4A’s Advertising Assurance Brand Safety Framework. Besides, GumGum says sentiment analysis algorithms enables Verity to capture attitudes, opinions and emotions expressed online, adding an additional layer of insight to its brand safety and contextual evaluations.