# GumGum Announces Industry First Contextual Partnership with Tumblr Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2022-06-09 Category: NEWS Category URL: https://financedigest.com/category/news Meta Title: Tumblr Partners with GumGum for Advanced Contextual Meta Description: Discover how Tumblr is revolutionising brand safety with GumGum's Verity™ to offer relevant, non-intrusive ads without compromising user data. URL: https://financedigest.com/gumgum-announces-industry-first-contextual-partnership-with-tumblrhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/ggprimarylogocolor-1736815656480-compressed.jpg) _Tumblr becomes the first social platform to leverage Verity™, the only contextual solution with MRC content-level accreditation for contextual analysis, brand safety and suitability_ **London, UK** **– June 7th, 2022 –** [GumGum](https://www.gumgum.com/), a contextual-first global digital advertising platform, today announced a partnership with social network Tumblr, owned and operated by Automattic, to introduce GumGum’s advanced contextual targeting capabilities across the platform. Tumblr now becomes the first social platform to be supported by GumGum’s proprietary contextual solution, Verity™. And Tumblr, which helped establish GIFs as a popular visual message, will now be able to access cutting-edge technologies that can read video, audio, text, and image signals on a frame-by-frame basis, allowing for greatly enhanced contextual and brand safety analysis and targeting. As part of this partnership, GumGum will be the first contextual provider to [provide GIF support](https://www.financedigest.com/keysource-to-provide-critical-facilitiesmanagement-support-for-leeds-city-council.html "KEYSOURCE TO PROVIDE CRITICAL FACILITIESMANAGEMENT SUPPORT FOR LEEDS CITY COUNCIL"). [GumGum](https://www.gumgum.com/) is the first independent ad tech provider to have achieved the Media Rating Council’s content-level accreditation for contextual analysis, brand safety and suitability. This recognises that GumGum’s contextual [solution Verity™ is able to analyse all of the key](https://www.financedigest.com/exploring-the-key-features-of-bnpl-solutions.html "Exploring the key features of BNPL solutions") data signals within digital environments, including text, image, video and audio. “GumGum has always believed that the [future of our digital](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") ecosystem will rely on contextual targeting technology because it inherently eliminates the dependence on personal data while leveraging deep learning tools to serve relevant ads in the moments that matter. We’re thrilled to offer our proprietary technology to a [social platform](https://www.financedigest.com/twitter-social-platforms-could-see-spike-in-election-misinformation.html "Twitter, social platforms could see spike in election misinformation") like Tumblr, making GumGum the first contextual platform to support GIF-based media,” said William Merchan, Head of Verity™ at GumGum. “GumGum was the only partner who was capable of image-level [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") analysis that goes beyond metadata, making it the ideal partner for Tumblr’s image-centric platform. With Verity™, we will be able to support relevant, safe, and non-intrusive ads without sacrificing our users’ [personal](https://www.financedigest.com/five-ways-to-keep-your-personal-data-safe-from-hackers.html "Five ways to keep your personal data safe from hackers") data,” said Julia Wilson, Vice President of Ad Partnerships at Automattic. In addition to the partnership to enhance Tumblr’s [brand safety and contextual targeting](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") capabilities, Tumblr will now also be a media partner for GumGum, joining the contextual leader’s network of over 30,000 publishers and giving GumGum’s clients access to Tumblr’s unique inventory. Over the coming months, Tumblr’s parent company, Automattic, intends to expand the partnership with GumGum by implementing Verity™ across WordPress.com, reaching hundreds of [millions of users globally](https://www.financedigest.com/black-panther-sequel-ignites-box-office-with-330-million-global-debut.html "‘Black Panther’ sequel ignites box office with 0 million global debut"). For more information, please reach out to [pr@gumgum.com](mailto:pr@gumgum.com). **About GumGum** [GumGum](https://www.gumgum.com/) is a contextual-first global digital advertising platform 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/the-future-of-payments-biometrics-within-the-financial-ecosystem.html "The Future of Payments: Biometrics Within the Financial Ecosystem") 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/dental-delivery-system-market-is-booming-worldwide-by-2027-growth-share-demand-and-analysis-forecasts.html "Dental Delivery System Market is Booming Worldwide by 2027 | Growth, Share, Demand and Analysis Forecasts"). For more information, please visit [www.gumgum.com](http://www.gumgum.com). **About Automattic** At [Automattic](https://c212.net/c/link/?t=0&l=en&o=3453843-1&h=2660581303&u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D3020033-1%26h%3D3221108571%26u%3Dhttps%253A%252F%252Fautomattic.com%252F%26a%3DAutomattic&a=Automattic), our goal is to make the web a better place. 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