About GumGum Contextual
GumGum Contextual product provides content-level contextual targeting and brand safety analysis. Publishers, DSPs, and advertisers use Contextual Platform to generate content-specific analysis, for example, GumGum Contextual can detect violent content for the purposes of brand safety, and automobile-related content for the purposes of contextual targeting. GumGum Contextual operates as a paid third-party service in the Cloud.
GumGum Contextual works by applying machine learning (ML) techniques to digital content (web pages, video) and assigning contextual categories, detecting keywords, and calculating a brand safety score based on all of the supported elements.
GumGum Contextual provides APIs to analyze web page, video, image, and text content.
Page Analysis
The GumGum Contextual page analysis involves scanning and analyzing both text and prominent imagery on a web page. The Contextual Platformk returns a page analysis response that includes IAB 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).
Video Analysis
When a partner submits analysis requests for specific video URLs, GumGum Contextual applies machine learning techniques to the video audio track, sampled video frames, video frames where text appears, and video metadata. GumGum Contextual returns IAB contextual categories, brand safety scoring, keyword and sentiment evaluation data.
Image Analysis
Partners may request analysis data for individual images. GumGum Contextual’s image analysis produces keywords and brand safety scoring.
Text Analysis
GumGum Contextual’s text analysis produces detailed IAB contextual categories and brand safety scoring. The GumGum Contextual text analysis works by applying Natural Language Processing (NLP) to a text string (up to a maximum of 20,000 characters).
Language Support Grid
GumGum Contextual supports classification for multiple languages, as outlined in the following table:
MRC Content-Level Accreditation for GumGum Contextual
Disclosure Statements
Scope
This comprehensive set of disclosures underscores GumGum’s Contextual Platform commitment to transparency and accountability in its service operations. These policies aim to maintain a high level of trust with subscribers by ensuring complete reports and addressing errors, disclosing accreditation status, and providing detailed error logs. Additionally, the Contextual Platform's practices, such as content-level verification and alignment with industry standards, are outlined to provide a clear understanding of its methodology and operational principles.
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