• GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, partnered with Tumblr, a microblogging and social network to implement Verity, GumGum’s AI-powered proprietary contextual analytical tool to the platform. The firm claims that this is the first instance of contextual analysis implemented on a social media platform. 

• As a result of the partnership, Tumblr would be able to leverage Verity’s tools to read video, audio, text, and image signals within Tumblr on a frame-by-frame basis, allowing for contextual and brand safety analysis and targeting. 

• GumGum’s users would also be able to access Tumblr’s inventory of content and will become the first contextual analysis solution capable of supporting GIF-based media, which Tumblr helped popularize. 

<ul><li> Analyst QuickTake: After having strengthened its capabilities in video analysis through collaborations with CTV providers such as its partnership with Invincible entertainment , GumGum has now turned its attention to other forms of media, adding to its unique value proposition. The partnership with Tumblr may pave the way for further collaborations with other social media platforms where  GIF-based media is popular.</ul>