From the Wires
GumGum’s Latest Research Shows Improved Sentiment on Brand Safety among Marketers, but 60 Percent Still Consider Brand Safety a Serious Problem
By: Business Wire
Feb. 12, 2019 11:37 AM
GumGum, an artificial intelligence company with deep expertise in computer vision, will release this week the full findings of a November 2018 market research survey, undertaken in partnership with Digiday Media, that queried the current state of brand safety in the advertising industry.
The study assessed market sentiment on the question of brand safety and examined what brands, agencies, and publishers are doing to identify and reduce exposure to unsafe content. GumGum’s research, which follows on similar research it conducted in 2017, signals positive trends but also underscores the fact that brand safety remains a work in progress.
“Unsafe brand exposures were a huge pain point last year, but now we’re finally seeing more confidence across the board when it comes to brand safety,” said Phil Schraeder, President and Chief Operating Officer of GumGum. “The problem is that some of the improvement for brands has come at the expense of exposure to viable audiences. There’s an overreliance on highly restrictive methods like blacklisting, when smarter, more precise brand safety tools—AI-powered contextual analysis, for example—are available.”
Key findings of the report include:
Click here for more details and to download the full report.
GumGum is an artificial intelligence company with a focus on computer vision. The company’s mission is to solve hard problems across a variety of industries by teaching machines to see and understand the world. Since 2008, the company has applied its patented capabilities to serve a variety of industries from advertising to professional sports, with more to come. For more information please visit: http://www.gumgum.com/
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