# GumGum Joins Global Alliance for Responsible Media (GARM) Providing Contextual, Brand Safety and Suitability Expertise to Industry Standardisation Efforts
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-05-12
Category: NEWS
Category URL: https://financedigest.com/category/news
Meta Title: GumGum Joins Global Alliance for Responsible Media (GARM)
Meta Description: Learn how GumGum is shaping the future of advertising industry with GARM to increase trust, transparency, and brand safety across digital platforms.
URL: https://financedigest.com/gumgum-joins-global-alliance-for-responsible-media-garm-providing-contextual-brand-safety-and-suitability-expertise-to-industry-standardisation-effortshtml

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**London, UK, May 12th, 2022 —** [**GumGum**](https://gumgum.com/), a contextual-first global digital advertising platform, today announced it has become an official member of [**Global Alliance for Responsible Media**](https://wfanet.org/leadership/garm/about-garm) (GARM), the cross-industry initiative established by the World Federation of Advertisers (WFA), and will play a more strategic role in helping build guidelines that increase trust and transparency and shape the advertising industry across contextual, brand safety and suitability.

“It is paramount for the industry at large to have standardised definitions for keeping brands safe without negatively impacting monetization for publishers,” said Phil Schraeder, CEO of GumGum. “We are excited to be joining GARM in a more strategic capacity. We have seen the power and benefits standardization has for all players in the industry. We are excited to partner with GARM to build those standards for [brand safety](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"), suitability and now contextual targeting.”

GARM was established by the WFA to address the challenges of harmful content on [digital media platforms and its monetisation via advertising](https://www.financedigest.com/alphabets-miss-fans-inflation-fears-across-digital-advertising.html "Alphabet’s miss fans inflation fears across digital advertising"). It brings together advertisers, agencies, media companies, platforms, [industry organisations and now ad tech](https://www.financedigest.com/iot-the-tech-thats-transforming-the-insurance-industry.html "IoT: the tech that’s transforming the insurance industry") providers. GARM’s mission is to get the digital media ecosystem working together on the shared priorities that will lead to the removal of harmful content from advertiser-supported [social](https://www.financedigest.com/why-no-event-should-be-planned-without-a-social-media-strategy.html "Why No Event Should Be Planned Without a Social Media Strategy") media.

“As leaders in the online ecosystem, brand advertisers play a pivotal role in key media operations, from media spend strategy, ad placement decisions, and making sure that advertising supports positive content and avoids harmful content,” said Rob Rakowitz, Initiative Lead – [Global Alliance for Responsible Media](https://www.financedigest.com/copa90-owner-bigballs-media-lands-stellar-global-business-leaders-to-drive-ambitious-expansion-plans.html "Copa90 owner Bigballs Media lands stellar global business leaders to drive ambitious expansion plans"). “Much of our efforts result in creating standards, transparency and controls for advertisers, agencies, and [platforms approaching the challenge – how digital content is categorised – and providing](https://www.financedigest.com/newly-launched-quintessential-to-provide-prestige-living-management-platform-for-prs.html "Newly launched Quintessential to provide ‘prestige living’ management platform for PRS") them with controls to include or exclude content in paid media campaigns. We are excited to partner with GumGum in ensuring a safer online environment that builds trust between marketers and consumers.”

GumGum’s accredited contextual intelligence platform Verity™ natively implements the GARM: [Brand Safety Floor + Suitability Framework into GumGum Threat](https://www.financedigest.com/3-top-digital-asset-threats-facing-your-brand-in-2017.html "3 top digital asset threats facing your brand in 2017") Categories.

VerityTM leverages deep-learning [artificial intelligence](https://www.financedigest.com/types-of-artificial-intelligence.html "artificial intelligence") for threat detection and classification. The process for training this [model](https://www.financedigest.com/learning-from-the-disrupters-how-finance-brands-can-build-transformative-business-models.html "Learning from the disrupters – how finance brands can build transformative business models") includes collecting data samples, deploying human annotation on these data samples, and ultimately feeding these labeled (human-verified) samples to the model to “learn” the concepts presented. In order to most accurately train the model, there must be well-distributed samples for each of the categories (classes) supported. The samples provided for Verity’s threat models reflect the categorical definitions [presented within GARM’s Brand](https://www.financedigest.com/the-rise-of-finfluencers-presents-unique-opportunities-but-brands-must-proceed-with-caution.html "The rise of “Finfluencers” presents unique opportunities but brands must proceed with caution") Suitability Framework for Low, Medium and High-risk representations of each class.

“Contextual is the future of [brand safety and suitability – which is something GumGum](https://www.financedigest.com/gumgum-announces-industrys-first-100-brand-safe-ad-exchange.html "GumGum Announces Industry’s First 100% Brand Safe Ad Exchange") has believed in for over a decade,” said GumGum’s Head of Verity, William Merchan. “As an industry it will be important for us to not only [come together](https://www.financedigest.com/real-time-connect-nyc-where-adtech-leaders-come-together-to-redefine-data-strategies.html "Real-Time Connect (NYC): Where AdTech leaders come together to redefine data strategies") on the brand safety and suitability standards but also how we define and implement the next generation of contextual technology.”

For more information, please reach out to [pr@gumgum.com](mailto:pr@gumgum.com).

**About GumGum**

GumGum is a contextual-first global digital [advertising platform that captures people’s attention](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study"), without the use of personal data. We believe that a [digital advertising ecosystem based on understanding a consumer’s active frame of mind rather than behavior 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 reach out to pr@gumgum.com.

**About the** [Global Alliance for Responsible Media](https://www.financedigest.com/lumen-research-and-tvision-announce-global-partnership-for-advanced-attention-first-measurement-and-media-buying.html "Lumen Research and TVision Announce Global Partnership for Advanced Attention-First Measurement and Media Buying")

The Global Alliance for Responsible Media (GARM) was formed to identify specific collaborative actions, processes and protocols for [protecting consumers and brands from safety issues](https://www.financedigest.com/havensrock-thrive-app-launched-by-punter-southall-health-and-protection-to-address-workplace-mental-health-issues.html "Havensrock Thrive App launched by Punter Southall Health and Protection to address workplace mental health issues"). Alliance members will work collaboratively to identify actions that will better [protect consumers online](https://www.financedigest.com/uk-opposition-calls-for-better-online-protections-for-children.html "UK opposition calls for better online protections for children"), working toward a media environment where hate speech, bullying and disinformation is challenged, where personal data is protected, and used responsibly when given, and where everyone is, especially children, better protected online. [Alliance members](https://www.financedigest.com/ospt-alliance-welcomes-cardtekas-full-member.html "Ospt Alliance Welcomes CardtekAs Full Member") acknowledge their collective power to significantly improve the health of the media ecosystem.

**This is a Sponsored Feature.**


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