GumGum's Verity Integrates With MediaMath As First MRC Content-Level Accredited Partner

Verity’s parent company GumGum will announce Tuesday the integration of the platform into MediaMath’s demand-side platform (DSP), becoming the first Media Rating Council (MRC) content-level accredited partner.  

The cookieless solution can apply contextual targeting, brand safety and suitability segments at the pre-bid level.

The initial launch focuses on North America, Latin America and Europe for display, native, connected TV and in-stream online video inventory across 12 languages. 

“We can categorize the content more accurately,” says Hailey Denenberg, interim head of Verity. “We’re not just looking at keywords to protect brands.”

Denenberg said the Verity and MediaMath integration solves several challenges.

In addition to supporting a cookieless solution, Verity’s integration with MediaMath provides better outcomes based on conversions and key performance indicators (KPIs), and increases scale and level of accuracy. 

Advertisers are able to align ads contextually with relevant content by applying Verity's accredited and advanced technology.

The integration increases metrics such as brand awareness and brand recall. Verity's precision and accuracy allows brands to limit waste in ad spending and ad placements by placing ads only in the moments that matter. 

Verity combines computer vision (CV) and natural-language processing (NLP) to process available signals within a digital environment. It can analyze text, images, audio and video to gain a comprehensive, human-like understanding of web, mobile, or connected television (CTV) content.

MediaMath also plans to launch a CTV marketplace that GumGum and Verity will participate in.

Recently, Verity became the first ad-technology platform to receive content-level accreditation from the Media Rating Council (MRC) for contextual analysis, brand safety and suitability across CTV, desktop and mobile web. Content-level MRC accreditation and the platform’s ability to analyze video and audio frame by frame are two differentiators for the company.

Verity also integrates with PubMatic and Xandr, among others.

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