Just in case publishers think they don't have enough data, GumGum has added several nuances to its Verity platform that provide more options to target, or not, specific advertisements based on the content on a page.
The ad-tech solution leverages artificial intelligence technologies to scan web content -- including images -- for contextual classification that looks at the content and then tries to apply categories describing the page. It also considers keyword extraction by looking at the page to determine the most prominent keywords, and finally, the ability to identify acceptable content for the specific brand.
An unnamed publisher has begun using the platform, with interest from others, said Ken Weiner, CTO at GumGum.
“The underpinning technology isn’t new,” he said. “It’s about 10 years old, but we’re providing specific services for publishers and advertisers.”
Previously publishers were partners, meaning that GumGum helped them create new inventory on their website and sold the ad space to advertisers and ad agencies.
All the data wasn’t available to publishers if they sold the ad space directly to the advertiser, because that means they would transact business outside of GumGum’s media platform through an API.
Now publishers that sell ad space directly to advertiser can use the data to target or avoid putting an ad on a page based on brand-safety classifications and the content on the page.
Platforms that use keywords allow marketers to blacklist them, but that also blocks innocent sentiments like “shooting for the stars” or “shooting a movie,” which stops advertisers from monetizing the word.
Verity can “tease” out the nuances because it knows the difference in the meaning of the words, Weiner said.
“Contextual targeting will see a renaissance,” he said. “That’s the best solution to reach users. It serves as a proxy for users' segments. You can make inferences about what a user profile based on the content of that moment.”
Advertisers will soon get a similar tool.
When advertisers want to run campaigns that use contextual categories, brand safety categories or others that GumGum offers, the advertiser would check a box in a menu of data providers available in their DSP platform. GumGum then will add a CPM to charge for that service.