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Tumblr claims to operate first brand safety tool for gifs with GumGum partnership


By John Glenday | Reporter

June 9, 2022 | 3 min read

Social network Tumblr is leveraging frame-by-frame analysis of its video, audio and text content to provide advertisers with improved contextual awareness, brand safety and targeting.


Tumblr has forged a contextual ad partnership with GumGum

The technological leap has been made possible by a new partnership with digital advertising platform GumGum, specifically its Verify contextual advertising solution. A pioneer of gifs, the partnership gives Tumblr access to the first contextual provider offering support for the animation format.

Tumblr is the first social platform to enable Verify, handing it a crucial advantage over its competitors by being able to analyze and comprehend digital data in all its guises.

William Merchan, head of Verity at GumGum, said: “GumGum has always believed that the future of our digital 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 like Tumblr, making GumGum the first contextual platform to support gif-based media.”

Julia Wilson, vice-president of ad partnerships at Tumblr owner Automattic, added: “GumGum was the only partner [that] was capable of image-level contextual 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 data.”

In a quid pro quo, Tumblr will act as a media partner for GumGum, offering privileged access to its inventory to GumGum clients by joining its family of 30,000 publishers.

Next in line for the Verify treatment will be the Automattic-owned family of websites, expanding its reach to hundreds of millions of additional internet users.

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