GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, announced that the Media Rating Council (MRC), a media accreditation institute, granted GumGum's contextual intelligence technology, Verity, content-level accreditation for measurement of content-level classification and URL reporting. 

Verity's authorized content-level analysis gives users a detailed, human-like understanding of CTV (Connected TV) content and gives advertisers a better approach to target users in context-relevant and brand-safe settings. Additionally, it offers CTV publishers better content monetization through enhanced inventory alignment and privacy-forward solutions.

Analyst QuickTake: GumGum's accreditation by the MRC is an extension of its existing accreditation since July 2021 when it was the first independent AdTech firm to receive the accreditation. As the CTV environment continues to grow, advertisers need to ensure their ads are placed in optimal locations while maintaining brand safety. With the latest accreditation, GumGum continues to maintain its edge by being amongst the first firms to adopt this standard, contributing to its growth in the fast-growing CTV ad space.