MediaMath Integrates GumGum's Contextual Intel Tool

In the US, ad tech firm MediaMath has integrated GumGum's contextual intelligence solution, Verity, into its demand-side platform, as MediaMath's first Media Rating Council (MRC) content-level accredited partner.

GumGum uses artificial intelligence, natural language processing (NLP) and patented algorithms to 'read' online images, and then place related ads next to them. Its cookieless Verity technology combines computer vision (CV) and NLP to process all available signals within a digital environment; and then analyzes text, images, audio and video to gain a 'human-like understanding' of web, mobile, or CTV content.

In February, Verity became the first ad tech platform to receive content-level accreditation from the MRC for contextual analysis, brand safety and suitability across CTV, desktop and mobile web. The solution will now be available in MediaMath's platform, enabling advertisers to align their ad contextually with relevant content, and increase metrics such as brand awareness and brand recall.

Hailey Denenberg (pictured), interim Head of Verity, comments: 'Verity's ability to analyze all digital environments in their entirety at the content level makes it an invaluable contextual solution for advertisers. No matter the environment - video, audio, images - Verity will ensure that an ad meets someone in the right moment and will only serve ads in safe and suitable environments.'

Web sites: www.gumgum.com and www.mediamath.com .