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GumGum and JW Player announce partnership

Their partnership aims to integrate viewability and contextual capabilities to offer clients the opportunity to enhance scale, reach and campaign performance.

GumGum and JW Player announce partnership
Michael Schwalb: “The breadth of sophistication that Verity is capable of made GumGum the ideal partner to work with to provide advanced contextual capabilities within JWP’s video inventory." Photograph: Sweetlouise on Pixabay.

GumGum, a contextual-first global digital advertising platform, has announced a partnership with JW Player (JWP), a video platform for broadcasters, publishers, and video-driven businesses with 3.8 billion video impressions per month, to leverage Verity when placing contextually relevant and brand-safe video ads.

According to the company, Verity is the only independent ad-tech platform to achieve the Media Rating Council’s content-level accreditation for contextual analysis, brand safety and suitability, and aims to work with JWP to analyse ads and create a private marketplace that targets JWP’s video inventory based on contextual parameters set by brands. With this partnership, GumGum aims to offer clients the opportunity to enhance scale, reach, and campaign performance.

“The breadth of sophistication that Verity is capable of made GumGum the ideal partner to work with to provide advanced contextual capabilities within JWP’s video inventory,” said Michael Schwalb, GM of partnerships and data at JWP. “We’ve been pioneers of video delivery and intelligence across the web for over a decade, and GumGum has been iterating their contextual platform for a similar amount of time; together, we’re able to offer highly scalable and sophisticated targeting solutions to advertisers.”

“Verity is the most intelligent contextual platform in the market that looks beyond a video’s metadata and analyses the entire context of a video, including all signals like text, image, and audio,” said William Merchan, Head of Verity at GumGum. “Combining Verity with the power and reach of JWP’s real-time viewability technology to enhance campaign performance allows our clients the opportunity to stay ahead of the curve in a quickly evolving digital advertising landscape.”