GumGum Gets MRC CTV Contextual Targeting Accreditation

In the US, contextual ad intelligence platform GumGum has been granted Media Rating Council (MRC) accreditation for brand safety and contextual targeting for Connected TV (CTV).

Santa Monica, California-based GumGum uses artificial intelligence, natural language processing and patented algorithms to 'read' online images, and then place related ads next to them. The MRC has now granted GumGum's Verity contextual intelligence platform, a new accreditation for the measurement of English language, content-level classification and URL reporting through the Verity API for CTV.

According to GumGum, Verity's capabilities go beyond current solutions that rely on video metadata by conducting frame-by-frame analysis to ensure 'a more precise reading' of a video's content. George Ivie, Executive Director and CEO of the MRC, described the addition of accredited content-level classification for CTV to GumGum's existing MRC accreditations a 'noteworthy achievement'.

GumGum CEO Phil Schraeder (pictured) says CTV is set for 'an explosive year' and adds:'Now with our MRC content-level accreditation for CTV, advertisers and publishers alike can confidently partner with us to advance their brand safety and advertising strategies.'

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