GumGum, IRIS.TV to Offer Image-Based Targeting

In California, contextual ad solutions provider GumGum has partnered with video intelligence platform IRIS.TV, to provide advertisers with a new tool for reaching video audiences at scale without encroaching on their data privacy.

GumGum uses artificial intelligence, natural language processing and patented algorithms to 'read' online images, and then place related ads next to them. Through the deal, marketers can use GumGum's content analysis engine, Verity, to target web, mobile and OTT content across IRIS.TV's Contextual Video Marketplace. This marketplace brings together publishers, contextual data partners, ad servers and SSPs, to package video content within suitable segments for advertisers.

GumGum says it began using content-level computer vision (CV) and natural language processing (NLP) contextual analysis technologies a decade ago, developing a set of capabilities that include keyword, language, contextual, threat and sentiment classification to drive digital ad performance. CEO Phil Schraeder (pictured) comments: 'Just a few years ago, behavioral targeting was all anyone seemed to care about and scalable computer vision-backed contextual analysis of video appeared fairly out of reach. Our Verity technology and contextual insights entering the programmatic bid stream via IRIS.TV's marketplace is a testament to real progress - in terms of both the industry's embrace of the privacy-friendly contextual advertising and GumGum's applied machine learning capabilities'.

Web sites: www.gumgum.com and www.iris.tv .