GumGum, an AdTech firm specializing in providing a contextual analysis intelligence platform, partnered with socialcontext, a contextual platform that classifies diversity, equity, and inclusion (DEI) news segments, to enable advertisers to access DEI-related news content that would otherwise be blocked.

This partnership enables socially conscious brands and agencies to invest in news that supports DEI values and goals, adding an extra layer of specificity to contextual targeting capabilities not covered by interactive advertising bureau (IAB) or global alliance for responsible media (GARM) content categories. Advertisers can access socialcontext segments through GumGum's AI system, "Verity," via pre-bid segments with its partnership with Xandr and private marketplaces that can be targeted in major demand-side ad platforms (DSPs). The integration is currently limited to regular display ads and is only available for English-language content in North America. 

However, video targeting capabilities and high-impact creatives are expected to be added to GumGum's contextual ad campaign solutions later this year. 

Analyst QuickTake: GumGum's partnership with socialcontext builds on its MRC accreditation for brand safety and contextual targeting for CTV, along with the introduction of an ad exchange that guarantees 100% brand safety, representing GumGum's commitment to providing a secure contextual advertising solution. These developments can enhance the platform's credibility and effectiveness, attracting new clients and retaining existing ones.