GumGum’s Commitment to Create a Marketplace That Makes Advertising Safer and Smarter
At GumGum, we've built a proprietary Brand Safety Engine. Our technology uses semantic analysis in order to detect more unsafe text than traditional providers. We also leverage computer vision to provide a safer environment by identifying pages that contain unsafe images and videos. All of this is accomplished pre-impression; preventing an ad from even loading if we feel the page is unsafe. This is an extra layer of protection on top of other solutions that are all providing post-impression monitoring. In addition to brand safety, GumGum has an integration with WhiteOps the leader in fraud prevention. GumGum is of the few vendors that has opted into this technology so that 100% of the traffic that is coming through to a buyer is human.
Competition Condition is one of the oldest brand safety afflictions around, plaguing print, television and digital placements alike. When brands aren’t carefully trafficking their ads, they’re risking those ads appearing next to a competitor’s branding.
You get what you pay for. Low-cost, high-volume ad buys can result in ad placements on less than savory websites, infecting your brand’s image with harmful associations. At this time last year, marketing professionals were more concerned with toxic adjacencies from social media sites, but the tables have since turned.
Social Stigma Syndrome
While marketers no longer consider social media to pose as many brand safety risks that they thought it did last year—with just 26 percent of marketers in the most recent survey specifically fearing Facebook—the uncontrollable nature of social media can still cause stress. “Social platforms have certainly taken brand safety seriously,” explains Joe Barone, managing partner of brand safety for GroupM.
Overtreatment Compulsion Disorder
The saying is true: it’s possible to have too much of a good thing. While preventative measures such as whitelisting and blacklisting can aid in quashing brand safety incidents before they start, they can also result in accidental audience alienation when overused.
Without computer vision or image recognition technology, brands are literally blind to the advanced preventative measures they can be taking to protect themselves against unsafe associations. Ad placements adjacent to a competitor’s branding, placements alongside irrelevant content, alienation of key audiences—with the aid of image recognition, these ailments can disappear.