GumGum, a global media and contextual intelligence company, today announced that it is the first independent ad tech provider to have achieved Media Rating Council (MRC) content-level accreditation for contextual analysis, brand safety and suitability. GumGum’s content-level solution, Verity, goes one step deeper than property-level analysis by incorporating all available signals (text, image, audio, and video) within an environment rather than just text.
“GumGum is the first independent third-party to achieve MRC accreditation for content level brand safety, which we consider an important milestone,” said George W. Ivie, executive director and CEO of the MRC. “GumGum’s commitment to transparency and its ability to meet MRC’s rigorous Enhanced Content Level Context and Brand Safety Standards, particularly as an independent third-party provider, represents a significant step forward in the industry’s ongoing quest to better protect marketers’ digital advertising investments.”
This recognition by the MRC validates that GumGum’s proprietary contextual intelligence solution is able to consider all available signals (text, image, audio, and video) needed to give a true contextual reading. Verity’s content-level accreditation spans across desktop and mobile web for English-language content-level text/image classification and video image, and audio classification. GumGum, which has been building its own proprietary contextual APIs for over a decade, is now showing the industry what they should expect from contextual providers.
“Would you get on a plane that didn’t abide by FAA standards or take medicine that wasn’t approved by the FDA? I wouldn’t. Why is our industry, at this critical time, accepting contextual technologies that have no transparency, validation, or accreditation to demonstrate their capabilities?” said Phil Schraeder, chief executive officer, GumGum. “This accreditation makes us the only contextual provider that has shown our content-level contextual capabilities meet MRC’s demanding requirements. As the leader in contextual, we are spearheading the way and enforcing full transparency as to what the industry should expect and demand from their contextual providers.”
Peter Wallace, GumGum’s managing director for EMEA, said: "With the boom in contextual targeting as we near the death of the cookie, the need for validation of this technology is key. True contextual intelligence needs to encompass all of the key data signals within digital environments – not just text but image, audio, video and sentiment too - in order to deliver the highest standards of brand suitability and safety. Becoming the first independent provider to earn MRC accreditation for these capabilities is testament to the fact GumGum’s technology is paving the way in contextual targeting, setting us apart from the competition."
GumGum underwent a rigorous auditing process by an independent CPA firm, and a review by an MRC audit committee, to assess whether its contextual offering met the MRC’s high standards. This accreditation validates GumGum’s sophisticated technology and approach, which is powered by machine learning, natural language processing, and computer vision.
For over a decade, GumGum has been the leader in contextual intelligence through its Verity™ offering, which incorporates leading computer vision and natural language processing technology to help advertisers find the ideal content to place ads.
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