Page Analysis

How Page Analysis Works

GumGum Contextual 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 GumGum Contextual technology and processing, refer to the GumGum Contextual Description of Methodology.

Note: GumGum Contextual 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 GumGum Contextual page analysis response is aggregated into the following sections:

• IAB Categories
  Identifies and scores contextual targeting categories. Includes standard IAB 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 GARM’s Brand Safety Floor & Suitability Framework. 

• Sentiments  
  Analyzes the overall opinions expressed within the content of a page, and classifies the percentage of positive, negative, and neutral sentiments.

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

Check out an example page analysis response here.

Page Analysis Categories and Keywords

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

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