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Verity and the 4A’s Brand Safety Floor
The 4A’s, the leading trade organization for marketing communications agencies, defines the Advertising Assurance Brand Safety Floor and Brand Suitability Framework (revised in May 2020). The following table details the mapping between the 4A’s Brand Safety Floor and GumGum’s threat categories.
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4A’s Floor
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GumGum’s Verity brand safety categories
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Category
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Definition
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Category
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1 Adult & Explicit Sexual Content
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Illegal sale, distribution, and consumption of child pornography.
Explicit or gratuitous depiction of sexual acts, and/or display of genitals, real or animated.
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GGT4
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Sexual; sexually charged
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2 Arms & Ammunition
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Promotion and advocacy of Sale of illegal arms, rifles, and handguns.
Instructive content on how to obtain, make, distribute, or use illegal arms.
Glamorization of illegal arms for the purpose of harm to others.
Use of illegal arms in unregulated environments.
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GGT1
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Violence and gore
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GGT2
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Illegal/criminal
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3 Crime & Harmful acts to individuals and Society and Human Rights Violations
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Graphic promotion, advocacy, and depiction of willful harm and actual unlawful criminal activity – Explicit violations/demeaning offenses of Human Rights (e.g. human trafficking, slavery, self harm, animal cruelty etc.),
Targeted harassment of individuals and groups
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GGT1
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Violence and gore
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GGT2
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Illegal/criminal
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4 Death, Injury or Military Conflict
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Promotion or advocacy of Death or Injury.
Murder or Willful bodily harm to others.
Graphic depictions of willful harm to others.
Incendiary content provoking, enticing, or evoking military aggression.
Live action footage/photos of military actions & genocide or other war crimes.
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GGT1
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Violence and gore
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GGT9
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Illness/medical
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5 Online piracy
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Pirating, Copyright infringement, & Counterfeiting.
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GGT8
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Malware
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Note: GumGum’s GGT8 category covers piracy-related content but currently does not ascertain pirated content. Verity therefore classifies content that covers the topics of piracy, copyright infringement, or counterfeiting. Verity does not consider whether the content itself was pirated, counterfeited, or infringes on copyright.
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6 Hate speech & acts of aggression
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Unlawful acts of aggression based on race, nationality, ethnicity, religious affiliation, gender, or sexual image or preference.
Behavior or commentary that incites such hateful acts, including bullying.
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GGT6
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Hate; hate speech, harassment and cyberbullying
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7 Obscenity and Profanity, including language, gestures, and explicitly gory, graphic or repulsive content intended to shock and disgust
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Excessive use of profane language or gestures and other repulsive actions with the intent to shock, offend, or insult.
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GGT5
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Obscene; profanity/vulgarity
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8 Illegal Drugs/Tobacco/
eCigarettes/
Vaping/Alcohol
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Promotion or sale of illegal drug use – including abuse of prescription drugs.
Federal jurisdiction applies, but allowable where legal local jurisdiction can be effectively managed.
Promotion and advocacy of tobacco and eCigarette (Vaping) & Alcohol use to minors.
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GGT3
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Drugs and alcohol
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9 Spam or Harmful Content
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Malware/Phishing.
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GGT8
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Malware and phishing
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10 Terrorism
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Promotion and advocacy of graphic terrorist activity involving defamation, physical and/or emotional harm of individuals, communities, and society.
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GGT1
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Violence and gore (both text and image)
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Insensitive, irresponsible and harmful treatment of debated social issues and related acts intended to demean a particular group or incite greater conflict.
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GGT6
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Hate; hate speech, harassment and cyberbullying.
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GGT2
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Illegal; criminal
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The 4A’s floor categories do not map to this GumGum Threat category.
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GGT7
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Integration Methods
Verity integration clients include 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.
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