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Operating as a fee-based third-party service in the cloud, Verity can be integrated by Publishers publishers into content management systems (CMS) or data management platforms (DMP) to analyze and optimize media content.
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For example, Verity analysis of an article on “The Rise of Alternative Venture Capital” identifies IAB v1.0 categories in 2 tiers, and IAB v2.0 categories in 4 tiers.
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Event Categories
GumGum Events offer hundreds of categories that add another layer of targeting on top of the IAB standard categories and provide more granularity. For example, IAB v2 offers a single category for “National & Civic Holidays”, while GumGum covers content about specific holidays, like “Thanksgiving” and “Christmas.”
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Verity predicts the sentiment of each sentence within content (referred to as Document Level Sentiment Analysis), and returns an aggregated breakdown of the proportion of sentences within content that are positive, neutral or negative. Sentiment thresholds are entirely up to the Publisher publisher to set. Across the web, “neutral” is the most common primary sentiment classification.
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dataAvailable | States whether the classification request has already been processed. If it hasprocessed data exists, Verity returns the results from the database. If not Verity starts a new processing request. |
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status | The current processing status of the analysis request. |
pageUrl | The URL of the page or video analyzed by Verity, as applicable. |
languageCode | The standard ISO 639-1 code for the language of the content. Verity currently supports content in:
Verity video analysis currently supports English only. Note: If Verity detects an unsupported language, a status of NOT_SUPPORTED is returned. |
iab v1 | The IAB v1.0 categories identified for the page. IAB v1.0 categories are widely adopted in programmatic and Real-Time-Bidding (RTB) ad marketplaces. IAB v1.0 categories are organized into the following tiers:
Refer to the Verity Taxonomy document for a listing of IAB v1 categories. Verity video analysis does not support IAB v1.0 categories. |
iab v2 | The IAB v2.0 categories identified for the content. The IAB defined a more granular content taxonomy in IAB Tech Lab Content Taxonomy v2.0 (released in 2017). IAB v2.0 defines additional content classifications and restructures existing IAB v1.0 classifications. Each IAB v2.0 category has a unique three-digit ID, and is structured into a tiered hierarchy with up to 4 tiers of categories. Refer to the Verity Taxonomy for a listing of IAB v2 categories. |
keywords | The top Keywords identified for the content, listed in order of prominence. |
safe | The final aggregated Brand Safety summary result for the content. If any threat classifications are identified with a high-risk level, the safe value is false and the content is considered unsafe. If no (or low-risk) threat classifications are identified, the safe value is true, and the content is considered safe. |
threats | Threat categories are part of GumGum’s brand safety taxonomy. GumGum classifies content into nine threat categories. For a complete list of Threat category IDs and Names, refer to Threat Categories in the Verity Taxonomy document. To detect possible threats, Verity analyzes and scores all the extracted content. Verity then correlates the scores to determine a per-category threat risk-level for the content. Possible threat category risk-levels are:
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events | The Events classifier identifies seasonal events such as the Olympics (e.g. annual, bi-annual, 4-yearly events) for the purposes of contextual ad targeting. Verity lists up to five Event categories, in order of prominence. For a complete list of Event category IDs and Names, refer to Event Categories in the Verity Taxonomy document. Verity video analysis does not support Events. |
sentiments | Identifies and extracts opinions within digital content. The positive, neutral, and negative levels of sentiment expressed in the content are evaluated. For contextual targeting purposes, a sentiment level of neutral or positive is generally recommended. |
processedAt | The date and time of the classification. |
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Verity integration clients include Publishers publishers who can sell ad space directly to advertisers, using Verity data to place ads with contextually targeted content, or to avoid brand-unsafe content.
Verity client integrations also include video implementations, such as a Contextual Video Marketplace where brands and advertisers can access Verity’s contextual and brand-safety data for the marketplace Publishers’ publishers’ video inventory.
Clients leverage Verity data via RESTful API or Page Tag integration. In both cases, Verity analysis results are returned in a JSON response body.
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Verity offers separate APIs for Page and Video Analysis via server-to-server (S2S) connections. In either case a user or client application calls the Verity API, specifying the URL of content to be analyzed. Clients implement webhooks to listen for the JSON response body results on a Verity callback URL.
Page Tags
In this case, Publishers publishers implement a page tag that automatically calls Verity to analyse a page whenever a user visits the page.
A Publisher publisher could set pages up to fetch new ads based on the page keywords identified by Verity. In this case, a callback could publish targeting keywords using Verity data, then fetch new ads using Google Publisher publisher Tag refresh functionality. The page could be configured to disable the initial loading of ads until Verity returns analysis data.
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The Verity team constantly runs A/B testing to evaluate alternative data models and competitor results. On a quarterly basis, Verity also maintains a Rolling KPI quality check where URLs are collected randomly from Publisher publisher domains and added to a Gold Standard Data Set.
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