Interpreting Threat Risk Levels

In the threat categories, the “risk” field returns one of these risk levels:

• HIGH

• MEDIUM

• LOW

These risk levels align closely with the risk levels defined in the GARM: Brand Safety Floor + Suitability Framework.

You can use the risk level data to dial in the right kind of content for specific brands or ad campaigns. For example, a childcare brand might have zero tolerance for any level of risky content in any category. Alternately, a pharmaceutical brand might be able to tolerate MEDIUM or HIGH-risk content in certain categories.

As a reminder, Verity’s Threat categories (GGThreat) results have returned a “confidence” score which previously has acted as a combination of confidence of presence and potential risk level. The “confidence” score will remain in the response, but should not be used with respect to risk level moving forward. 

GumGum recommends that partners reference the threat category risk levels (instead of the binary “safe”: “TRUE/FALSE” field) as this new release provides optimal levels of flexibility and control in managing brand suitability strategies and targeting. These risk levels closely align with the risk levels defined in the GARM: Brand Safety Floor + Suitability Framework. Partners can tailor a level of tolerance for risky content to a level appropriate for a specific brand or ad campaign.

Best practice recommendations might include:

• Always consider content unsafe where the threat risk level is HIGH

• For brands with some tolerance for risk, accept MEDIUM or LOW risk for some categories

• For more protection, always consider content unsafe where threat risk level is MEDIUM or HIGH

• For zero threat tolerance, always consider content unsafe where threat risk level is LOW, MEDIUM or HIGH