Which contextual providers use keyword-based algorithms vs machine learning?
GumGum claims that "Many providers in the contextual space do not actually use machine learning but make use of keyword-based algorithms."
To GumGum’s knowledge, IAS, DoubleVerify, Oracle and Peer39 all use keyword-based algorithms to define their contextual and brand safety segments. They do not leverage machine learning models (or even deep learning models) for classification purposes.
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