# GumGum Announces Industry’s First 100% Brand Safe Ad Exchange Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2023-03-16 Category: NEWS Category URL: https://financedigest.com/category/news Meta Title: GumGum Launches Industry-Leading Brand Safety Solution Meta Description: GumGum's ad exchange now offers enhanced brand safety protection through Verity™, ensuring every impression is safe for advertisers and publishers. URL: https://financedigest.com/gumgum-announces-industrys-first-100-brand-safe-ad-exchangehtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/205-1736814311632-compressed.jpg) _Contextual leader enhances ad exchange to incorporate accredited brand safety solution on every impression_ [GumGum](https://gumgum.com/), a contextual first, global advertising platform, announced that starting today, all impressions running on GumGum’s ad exchange will now have enhanced brand safety protection through Verity™, GumGum’s proprietary and accredited contextual intelligence platform. Verity is already integrated and applied across GumGum’s PMPs and media business. With this upgrade, GumGum becomes the first 100% brand safe exchange and is the only direct marketplace that incorporates brand safety on every impression. Advertisers typically add [brand safety layers on their own through a pre-bid solution](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") or their own safety filters. However, GumGum believes it is their [responsibility to ensure supply side safety by integrating an additional layer of protection](https://www.financedigest.com/aon-introduces-new-cyber-solution-in-response-to-eu-regulation-on-data-protection.html "Aon introduces new cyber solution in response to EU regulation on data protection") in their exchange with Verity. Verity is the first independent ad tech platform to have been granted content-level accreditation by the Media Rating Council (MRC) for contextual analysis, [brand safety and suitability across the web and CTV](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"). This accreditation was granted due to Verity’s sophistication and ability to analyse all [content signals within a digital](https://www.financedigest.com/content-services-the-foundation-of-digital-transformation-for-financial-services-firms.html "Content Services: The Foundation of Digital Transformation for Financial Services Firms") environment, including text, images, videos, and audio, to ensure ads are not served against extreme and unsafe content. “We want brands and agencies to know that when they [buy from GumGum’s ad exchange](https://www.financedigest.com/beat-the-exchange-rate-and-buy-that-dream-holiday-home-by-paying-in-pounds.html "Beat the exchange rate and buy that dream holiday home – by paying in pounds! "), they can always rely on brand safety and suitability protection, whether that’s through our exchange or PMP activity. [Buyers can be assured that every](https://www.financedigest.com/de-montfort-place-ticks-every-box-for-first-time-buyers-in-bedford.html "De Montfort Place Ticks Every Box For First Time Buyers In Bedford") ad we serve has been verified by Verity, creating a safe ad environment against extreme content,” said Adam Schenkel, EVP of Global Platform Strategy and Operations at GumGum. “Further, we want publishers to feel confident that we are an additional layer of [support in ensuring their content is driving](https://www.financedigest.com/seenthis-joins-ad-net-zero-uk-and-supports-drive-in-the-us.html "SeenThis joins Ad Net Zero UK and supports drive in the US") the greatest monetisation from our platform while protecting against brand safety violations.” In addition to [standard display](https://www.financedigest.com/eye-tracking-study-confirms-that-high-impact-formats-outperform-standard-display.html "Eye-tracking study confirms that high impact formats outperform standard display") and video placements from top publishers, GumGum’s ad exchange quickly unlocks exclusive inventory using standard formats that are cost-efficient and can be easily scaled through GumGum’s DSP partners, such as The Trade Desk, Xandr and Google Display & Video 360. Any media buyer has the ability to access unique, high-performing inventory that is exclusive to GumGum through a DSP without a managed deal or campaign by GumGum [account teams](https://www.financedigest.com/what-can-accountants-learn-from-great-britains-olympic-team.html "What can accountants learn from Great Britain’s Olympic team?"). The exchange is one of the industry’s highest concentration of direct to publisher integrations, enabling the company to [provide the most direct route](https://www.financedigest.com/route-genie-partners-withnorsk-global-to-provide-retailers-with-increased-international-carriage-choice.html "Route Genie Partners WithNorsk Global To Provide Retailers With Increased International Carriage Choice") to premium, high-quality inventory for media buyers. “Every brand has its own suitability thresholds but safety is more black and white. If we have the capability to remove unsafe inventory that advertisers don’t want to advertise against from the onset, why wouldn’t we do that?” said Phil Schraeder, CEO of GumGum. “We see a tremendous growth opportunity with our ad exchange and adding Verity to every ad impression is just one of many exciting [things](https://www.financedigest.com/2017-the-year-of-the-internet-of-some-things.html "2017 – The year of the Internet of ‘SOME’ Things") we will be doing with the exchange this year.” This solution [offers higher](https://www.financedigest.com/credit-suisse-offers-higher-deposit-rates-in-asia-to-woo-the-wealthy-sources.html "Credit Suisse offers higher deposit rates in Asia to woo the wealthy – sources") quality ads and increased scale across thousands of premium publisher sites that are third-party verified. To ensure quality inventory at scale and an efficient [supply chain](https://www.financedigest.com/how-to-bring-immediacy-back-to-the-supply-chain-with-faster-payments.html "How to Bring Immediacy Back to the Supply Chain With Faster Payments"), GumGum has integrated MediaGuard by HUMAN into the exchange to remove nonhuman and fraud traffic. In addition, GumGum is [integrated with NewsGuard who deploy real journalists to fact-check news publications to ensure content](https://www.financedigest.com/new-research-content-marketing-underpins-integrated-pr-and-communications-strategies-of-top-200-asset-managers.html "New Research: Content Marketing Underpins Integrated PR and Communications Strategies of Top 200 Asset Managers") accuracy, reliability and access to high-performing inventory. With a focus on inclusivity, the exchange will also allow advertisers to maximise their KPIs by [targeting audiences through customised segments such as multicultural and sustainability](https://www.financedigest.com/big-brands-set-to-miss-plastic-sustainability-targets.html "Big brands set to miss plastic sustainability targets") with standard and nonstandard ad formats. GumGum will [continue to develop](https://www.financedigest.com/brand-metrics-continues-on-steep-growth-trajectory-with-appointment-of-vp-business-development-in-the-us.html "Brand Metrics continues on steep growth trajectory with appointment of VP Business Development in the US") partnerships to grow the scale of the exchange in 2023 and beyond. With a new team dedicated to the innovation and growth of the exchange, GumGum continues to commit to evolving the marketplace to suit the needs of the [digital advertising industry](https://www.financedigest.com/matching-digital-adoption-with-cybersecurity-in-the-financial-services-industry.html "Matching digital adoption with cybersecurity in the financial services industry"). GumGum’s exchange is available now and accessible to agencies, [advertisers and publishers across](https://www.financedigest.com/alphabets-miss-fans-inflation-fears-across-digital-advertising.html "Alphabet’s miss fans inflation fears across digital advertising") the globe interested in brand safe and premium ad inventory. For press inquiries, please reach out to [pr@gumgum.com](mailto:pr@gumgum.com). For inquiries specific to the ad exchange, please reach out to [exchange@gumgum.com](mailto:exchange@gumgum.com). **About GumGum** GumGum is a contextual-first, global [digital advertising platform that captures people’s attention](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time"), 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). --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---