GumGum, a contextual first, global advertising platform, has announced that all impressions running on GumGum’s ad exchange will now have enhanced brand safety protection through Verity™, GumGum’s proprietary and accredited contextual intelligence platform. Verity is already integrated and applied across GumGum’s PMPs and media business. With this upgrade, GumGum becomes the first 100% brand safe exchange and is the only direct marketplace that incorporates brand safety on every impression.
Advertisers typically add brand safety layers on their own through a pre-bid solution or their own safety filters. However, GumGum believes it is their responsibility to ensure supply side safety by integrating an additional layer of protection in their exchange with Verity. Verity is the first independent ad tech platform to have been granted content-level accreditation by the Media Rating Council (MRC) for contextual analysis, brand safety and suitability across the web and CTV. This accreditation was granted due to Verity’s sophistication and ability to analyse all content signals within a digital environment, including text, images, videos, and audio, to ensure ads are not served against extreme and unsafe content.
Adam Schenkel, EVP of Global Platform Strategy and Operations at GumGum, said: “We want brands and agencies to know that when they buy from GumGum’s ad exchange, they can always rely on brand safety and suitability protection, whether that’s through our exchange or PMP activity. Buyers can be assured that every ad we serve has been verified by Verity, creating a safe ad environment against extreme content. Further, we want publishers to feel confident that we are an additional layer of support in ensuring their content is driving the greatest monetisation from our platform while protecting against brand safety violations.”
Phil Schraeder, CEO of GumGum, added: “Every brand has its own suitability thresholds but safety is more black and white. If we have the capability to remove unsafe inventory that advertisers don’t want to advertise against from the onset, why wouldn’t we do that? We see a tremendous growth opportunity with our ad exchange and adding Verity to every ad impression is just one of many exciting things we will be doing with the exchange this year.”
In addtion, to ensure quality inventory at scale and an efficient supply chain, GumGum has integrated MediaGuard by HUMAN into the exchange to remove nonhuman and fraud traffic. GumGum is also integrated with NewsGuard who deploy real journalists to fact-check news publications.
GumGum’s exchange is available now and accessible to agencies, advertisers and publishers across the globe.