A Buyer's Guide to Contextual Targeting
Before selecting a partner, it is important to ask contextual providers the following questions:
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Beyond text, do you consider video, audio and images for brand safety and contextual classification?
How GumGum is leading with contextual
Sources: *Dentsu Aegis Network study 2020, overseen by a third-party researcher. Detailed study results HERE.
*SPARK Neuro Study, a neuroanalytic study of contextual ad effectiveness. Detailed results HERE.
Proprietry Technology
GumGum’s proprietary tech, Verity™, is the most sophisticated contextual intelligence for cookie-less targeting and brand safety.
- Align with the most relevant content
- Achieve brand safety and suitability
- Future-proof your targeting
- Doesn’t use third-party cookies
- Identifies unsafe or threatening imagery
- Finds all relevant content
Verity™’s machine learning comprehensively analyzes text images, video and audio to ‘read between the lines’ and derive
human-like understanding.
How it Works
Research and Validation*
69%
More
Accurate
GumGum Verity™
Competitor A
Competitor C
Competitor B
Published 3rd party study in 2020
41%
43%
2.2x
Lower Cost Per Viewable Impression
More Neural Engagement*
More Memorable
How Verity™ contextual intelligence actually works
Humans look at thousands of pages across the internet to classify the context, and identify any potential threats present within the content. This data is then fed into Verity™ to start the machine learning process. Once the training is done, Verity™ begins to make predictions or decisions.
Human Verification
Machine Learning
in Training
Verity™ in Action
Verity™ machine learning models inform targeting & brand safety
Keywords
Titles, headlines, body text, objects, including Named Entities.
• Chevy Bolt
• Ford Bronco
• Nissan Leaf
Example
• News & Politics
• Law, Gov't, Politics
• Politics
Example
IAB v2.2 Taxonomy &
support for any desired
events.
Categories / Events
• Neutral - 85%
• Positive - 15%
• Negative - 0%
Example
Sentiment assessment of content on the page.
Sentiment
• Sexual content
• Arms & Ammunition
• Crime & Harmful Acts
Example
Overall page safety and
threat categories aligned
with GARM’s Brand
Safety and Suitability Framework.
Threats / Page Safety
Why only applying keyword targeting doesn’t work
Keywords Only
Verity™ Full-Page Analysis
URL: https://www.bigoven.com/recipe/killer-key-lime-pie
Keywords:
Killer
Key lime pie
Recipe
Keywords:
Killer
Key lime pie
Delicious
Content Categories:
Cooking
Food & Drink
Page Safety
and Sentiment:
Safe overall
None of the 9 threat categories detected
Positive tone
Events:
None
Solutions relying on keywords end up blocking pages and losing scale on safe content.
Verity™ understands the full context and knows the page is safe.
Killer Key Lime Pie
Recipes / Dessert / Pies
Try this Killer Key Lime Pie recipe, or contribute your own
Try this Killer Key Lime Pie recipe, or contribute your own
Killer Key Lime Pie
Recipes / Dessert / Pies
By only relying on keywords, you aren’t able to understand the full context of the page,
therefore, you end up at risk of relating your brand with the wrong content.
Verity™ understands the full context and knows the page is safe.
Events:
Olympics
Page Safety
and Sentiment:
Safe overall
None of the 9
threat categories detected
Positive tone
Keywords:
Oscar Pistorius
Games
Olympic
Runner
Content
Categories:
Olympic Sports
Summer Olympics
It is an overused phrase, but there was one man in the Olympic Stadium who could lay claim to genuinely making history.
Oscar Pistorius, the Blade Runner, said he felt blessed after sailing through the opening round of the 400m heats
Oscar Pistorius makes history as he finishes second in 400m heat
Keywords:
Oscar Pistorius
Murder
Sentence
URL:www.nytimes.com/2017/11/24/world/africa/oscar-pistorius-sentence
LONDON — South Africa’s Supreme Court of Appeal on Friday more than doubled the sentence imposed by a lower court on Oscar Pistorius, a double-amputee Olympic sprinter convicted of killing his girlfriend, Reeva Steenkamp, in his home in February 2013.
Oscar Pistorius' murder sentence is increased to 15 years
Another example on how a keyword-only approach can go wrong
Keywords Only
Verity™ Full-Page Analysis
Solutions relying on keywords end up blocking pages and losing scale on safe content.
Verity™ understands the full context and knows the page is safe.
Let’s compare contextual targeting solutions that rely on keywords only vs. Verity™ contextual intelligence technology, the only one that analyzes the full content of a page, including text, imagery, content categories, page safety and sentiment in order to understand the full context.
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04
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Do you have any research that validates your contextual approach is working?
Do you own your technology or are you tapping into someone else’s?
Can your technology understand the full context of a page?
Are you using keywords to identify contextual?
scrolL
Before selecting a partner, it is important to ask contextual providers the following questions:
A Buyer's Guide to Contextual Targeting
Verity™ in Action
Verified Data
Human-like Predictions
GumGum is the First Independent Ad Tech Provider to Earn MRC Content-Level Accreditation For Contextual Analysis, Brand Safety and Suitability.
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