MRC Accredits GumGum for Contextual Intelligence

In the US, contextual advertising tech company GumGum has received MRC (Media Rating Council) accreditation for its Verity solution.

GumGum uses its machine learning expertise to extract value from digital content for the advertising and sports industries; and its contextual intelligence engine uses computer vision and natural language processing technologies to scan text, images and videos when evaluating digital content. Unlike other tools, which just scan text and metadata, the firm's Verity contextual analysis solution scans web content - including images - to offer content-level insight to digital publishers. The solution features a set of machine learning capabilities for keyword, named entity, object and 'hate' logo detection, as well as contextual taxonomy, major event, scene, threat and sentiment classification.

George Ivie, Executive Director and CEO of the MRC, says GumGum is the first third-party to achieve MRC accreditation for content-level brand safety. Phil Schraeder (pictured), CEO of GumGum, adds: 'We believe accreditations like this one are critical to helping the industry drive transparency. We hope that by having a validated, transparent, and accredited contextual solution we can show the industry what they should expect and demand from their contextual providers in the future.'

Web sites: www.gumgum.com and www.mediaratingcouncil.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.