Reality Check: Your Brand Safety Regimen Probably Doesn't Use Image Recognition

TECHNOLOGY

In December, when GumGum released its updated brand safety study , the results were heartening. It was clear that marketers had made strides combating risky content by implementing a battery of tools that included blacklists, white lists and image recognition. But the supporting statistics for image recognition implementation didn’t sit right with me. According to the survey, 21% of marketers said their brand safety tools included image recognition, up from 12% in 2017. The problem with that statistic is that there are still  very few providers using image recognition to ensure brand safety.