Page Analysis

Verity page analysis involves scanning and analyzing both text and prominent imagery on a web page. Verity returns a page analysis response that includes IAB v1 and IAB v2 contextual categories, keywords, sentiment evaluation, and brand safety scoring. Brand safety scoring includes an overall Safe/Unsafe flag, plus classifications for multiple threat categories defined by GumGum (including drugs, weapons, and sexual content).

How Page Analysis Works

Verity page analysis works by extracting metadata and significant content from a page, then applying computer vision (CV) and natural language processing (NLP) to the extracted data. For detailed information about Verity technology and processing, refer to the Verity Description of Methodology.

Note: Verity does not download or analyze the CSS, JavaScript, navigation, footer, sidebars, third-party ads, user-generated content, or other areas extraneous to the main textual content of the page.

Page Analysis Response

The Verity page analysis response is aggregated into the following sections:

IAB Categories
Identifies and scores contextual targeting categories. Includes standard IAB v1.0 and IAB v2.0 categories.
Keywords
Extracts and scores page keywords according to prominence.
Brand Safety
Identifies and scores brand safety threats according to GumGum's Threat classification taxonomy, in compliance with The 4A’s Advertising Assurance Brand Safety Floor.
Event Categories
Identifies Events according to GumGum's Event classification taxonomy. There are Event categories for major seasonal events such as holidays or the sporting events.
Sentiments
Analyzes the overall opinions expressed within the content of a page, and classifies the percentage of positive, negative, and neutral sentiments.

Check out an example page analysis response here.

Page Analysis Categories and Keywords

The following table summarizes the classifications and keywords that are detected during page analysis.

Brand Safety (Threat) Categories

Contextual
Categories

Keywords

Violence
Illegal
Drugs
Sexual
Obscene
Hate
Disaster
Malware
Illness

IAB v1.0
372 categories

IAB v2.0
698 categories

Events
~150 categories

Sentiment
Positive, Neutral, Negative categories

Contextual targeting keywords
Named Entities

Page Analysis Language Support

Verity classification categories and keywords are supported in the languages specified in the following table:

Language	Keywords	Categories
Language	Keywords	Threat	IAB V2	IAB V1	Event	Sentiment
English	✔	✔	✔	✔	✔	✔
Japanese	✔	✔		✔

Response Format

The Verity API response format is JavaScript Object Notation (JSON) Content-Type: application/json; charset=UTF-8.