# GumGum and JW Player Partner to Integrate Viewability and Advanced Contextual Capabilities Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-07-19 Category: NEWS Category URL: https://financedigest.com/category/news Meta Title: GumGum and JW Player Partner to Boost Brand Safety and Meta Description: JW Player partners with GumGum to offer advanced contextual analysis and brand safety for video ads, leveraging Verity™ for sophisticated targeting solutions. URL: https://financedigest.com/gumgum-and-jw-player-partner-to-integrate-viewability-and-advanced-contextual-capabilitieshtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/gumgumjwplayer-01-1736815575830-compressed.jpg) _JW Player’s proprietary viewability technology will now be backed by GumGum’s MRC-accredited contextual, brand safety and suitability technologies_ **London, UK – July** **19,** **2022** **–** [**GumGum**](https://gumgum.com/), a contextual-first global digital advertising platform, announced a partnership with [**JW Player**](https://www.jwplayer.com/) (JWP), the leading 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. Verity™, the only independent ad-tech platform to achieve the Media Rating Council’s content-level accreditation for contextual analysis, brand safety and suitability, will work with JWP to analyze ads and create a private marketplace (PMP) that targets JWP’s vast video inventory based on contextual parameters set by brands. With this partnership, GumGum will now be able 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](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") 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](https://www.financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solution.html "SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution") 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](https://www.financedigest.com/the-drug-repurposing-market-to-virtually-grow-beyond-geographies.html "The Drug Repurposing Market to virtually grow beyond geographies") a video’s metadata and analyzes 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](https://www.financedigest.com/staying-ahead-of-risk-this-black-friday.html "Staying Ahead of Risk This Black Friday") of the curve in a quickly evolving digital advertising landscape.” Advertisers will work with the Verity™ and JWP’s team to craft a [targeting strategy that is both contextually relevant and brand](https://www.financedigest.com/gumgum-granted-first-mrc-accreditation-for-brand-safety-and-contextual-targeting-for-ctv.html "GumGum Granted First MRC Accreditation for Brand Safety and Contextual Targeting For CTV") suitable for the campaign’s audience. Then, deal IDs featuring JWP premium OLV and CTV inventory will be curated using the predetermined strategy. Once generated, advertisers can implement the PMP in their DSP of choice, thus creating a programmatic [campaign that leverages context to drive](https://www.financedigest.com/seenthis-anz-announces-partnership-with-adform-apac-in-its-continuous-drive-towards-more-carbon-efficient-campaigns.html "SeenThis ANZ announces partnership with Adform APAC in its continuous drive towards more carbon-efficient campaigns") viewability. This joint solution is now available to users in North America and Europe. For more information, please reach out to [pr@gumgum.com](mailto:pr@gumgum.com). **About** [**GumGum**](https://gumgum.com/) [GumGum is a contextual-first global digital advertising platform](https://gumgum.com/) that captures people’s attention, without the use of personal data. We believe that an advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and [safer future](https://www.financedigest.com/smarter-safer-stronger-cybersecurity-is-now-critical-to-digital-future.html "Smarter, safer, stronger cybersecurity is now critical to digital future") for consumers, publishers, and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 [markets worldwide](https://www.financedigest.com/intracranial-pressure-monitors-market-is-set-for-a-potential-growth-worldwide.html "Intracranial Pressure Monitors Market is Set for a Potential Growth Worldwide"). For more information, please visit [www.gumgum.com](http://www.gumgum.com). **About JW Player** With over 40,000 broadcasters, publishers, and other video-driven customers, JWP has built the platform of choice for companies whose business [relies on video](https://www.financedigest.com/why-leading-financial-institutions-are-relying-on-video-to-meet-compliance-needs.html "Why leading financial institutions are relying on video to meet compliance needs"). JWP [provides these companies with an easy way to accelerate and scale their video strategy and is the only video platform](https://www.financedigest.com/fico-provides-decisioning-platform-for-smartphone-only-buddybank-in-italy.html "FICO Provides Decisioning Platform for Smartphone-Only buddybank in Italy") a company will ever need to stream video, engage audiences on any screen, and monetise content. Video-driven businesses depend on JWP, generating: - 3.8 billion video impressions/month - 1.2 billion minutes of video watched/month - 5 billion live video impressions/month Founded in 2004, today JWP is one of the fastest-growing SasS companies in the [world with a vision to power video-driven businesses so they thrive in the digital video economy](https://www.financedigest.com/biggest-economy-in-the-world.html "Biggest Economy in the World"). JWP is headquartered in New York, New [York with offices in London](https://www.financedigest.com/new-york-holds-top-spot-london-second-in-z-yen-financial-centre-survey.html "New York holds top spot, London second in Z/Yen financial centre survey"), England, and Eindhoven, Netherlands. **This is a Sponsored Feature** --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---