GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, has integrated its proprietary AI-driven contextual intelligence system "Verity" into all impressions running on its ad exchange, providing enhanced brand safety protection to its clients. This system is already applied across GumGum's PMPs and media business.

GumGum aims to provide brands and agencies with guaranteed brand safety and suitability protection when buying from its ad exchange or PMP activity. Through Verity's verification process, every ad served by GumGum is deemed safe against extreme content. Additionally, GumGum strives to provide publishers with confidence in their content's monetization while ensuring brand safety protection through its platform.

GumGum's ad exchange offers a unique inventory that uses standard formats and can be easily scaled through its DSP partners. It also offers direct-to-publisher integrations and integrates MediaGuard by HUMAN and NewsGuard to eliminate non-human and fraud traffic and verify news publications. Advertisers can tailor their segments to target multicultural and sustainability audiences with standard and non-standard ad formats.

GumGum plans to expand its ad exchange by forging new partnerships in 2023 and beyond, and has established a dedicated team to drive innovation and growth.

Analyst QuickTake: GumGum achieved MRC accreditation for brand safety and contextual targeting for CTV in February 2023, and has now announced that all impressions on its ad exchange will be subject to enhanced brand safety protection. This move is likely to enhance GumGum's reputation as a trusted and reliable ad exchange for brands and agencies, potentially attracting more buyers and publishers to its platform.