GumGum, a contextual-first global digital advertising platform, announced a partnership with social network Tumblr, owned and operated by Automattic, to introduce GumGum’s advanced contextual targeting capabilities across the platform.
Tumblr now becomes the first social platform to be supported by GumGum’s proprietary contextual solution, Verity™. And Tumblr, which helped establish GIFs as a popular visual message, will now be able to access cutting-edge technologies that can read video, audio, text, and image signals on a frame-by-frame basis, allowing for greatly enhanced contextual and brand safety analysis and targeting. As part of this partnership, GumGum will be the first contextual provider to provide GIF support.
GumGum is the first independent ad tech provider to have achieved the Media Rating Council’s content-level accreditation for contextual analysis, brand safety and suitability. This recognizes that GumGum’s contextual solution Verity™ is able to analyze all of the key data signals within digital environments, including text, image, video and audio.
“GumGum has always believed that the future of our digital ecosystem will rely on contextual targeting technology because it inherently eliminates the dependence on personal data while leveraging deep learning tools to serve relevant ads in the moments that matter. We’re thrilled to offer our proprietary technology to a social platform like Tumblr, making GumGum the first contextual platform to support GIF-based media,” said William Merchan, Head of Verity™ at GumGum.