GumGum

GumGum is an artificial intelligence company with a focus on computer vision. Since 2008, the company has served a variety of industries, ranging from advertising to professional sports. The company also helps rights holders assess the media value of their sports sponsorships. GumGum uses its proprietary computer vision technology, based on machine learning and deep learning, to identify content relevant to marketers to deliver contextual advertising campaigns and insights in line with content users who are already engaged with brands and agencies.

The company was founded in 2008 by Ophir Tanz and is headquartered in Santa Monica, California. The company's customers have included Hershey, SAP, JW Player, Dentsu, Havas Media, Vodafone, Pacifica, Bose, Ripple Milk, Garmin, Jeep, Johnsonville Sausage, BMW, Mini, and KFC.

GumGum's contextual intelligence technology platform, Verity, uses machine learning and deep learning to scan text, images, audio, and video to derive understanding. This includes a full suite of contextual signals to allow both buy-side and sell-side to define and implement brand safety and suitability. The platform works for content categories, prominent keywords, sentiment, and threat categories and risk.

The Verity platform has been developed to allow brands and companies to bid on programmatic ads without concern that their ads will end up on potentially brand-damaging content and includes pre-bid contextual targeting at scale to ensure advertisers reach users in contextually-relevant, brand-safe, and brand-suitable environments. This measures and classifies a page before the impression is served for more accurate and effective cookieless targeting for advertisers.

GumGum's computer vision technology scans images and videos across multiple platforms, allowing contextually relevant ads where users are most likely to see them. Their technology uses computer vision to scan images, videos, and the content that surrounds them. The contextual platform includes keywords, categories, threats and page safety, and sentiment to ensure ads are placed in the best context. It does not rely on third-party data tracking consumer behavior through cookies to both try and protect consumers and ensure campaigns can comply with changing privacy regulations and guarantee brand safety.

GumGum also offers various ad solutions developed to take advantage of the company's contextual engine while offering a combination of advertising types to meet a brand's goals. This includes in-image ads, where the ad is placed in a relevant image on the paper; in-screen ads, where the ad comes as the user scrolls but stays as a banner on the bottom of the page; in-article ads, where the ad is a multi-frame interactive unit within relevant content; skins, which are ads that expand across a screen to seamlessly integrate with the content and include interactive features; and standard display ads.