GumGum and JW Player link viewability and contextual tools

Clients across both platforms will now have access to proprietary viewability technology and MRC-accredited contextual, brand safety and suitability technologies.

GumGum, a contextual-first global digital advertising platform, has announced a partnership with JW Player (JWP), a video platform for broadcasters, publishers, and video-driven businesses.

JWP accumulates 3.8 billion video impressions per month  and uses its Verity ad-tech platform which comes with Media Rating Council’s content-level accreditation for contextual analysis, brand safety and suitability.

Verity will work with JWP to analyse ads and create a private marketplace (PMP) that targets JWP’s vast video inventory based on contextual parameters set by brands. 

With this partnership, GumGum will now be able to offer clients the opportunity to enhance scale, reach, and campaign performance. 


Michael Schwalb, GM of Partnerships and Data at JWP, said: “The breadth of sophistication that Verity is capable of made GumGum the ideal partner to work with to provide advanced contextual capabilities within JWP’s video inventory. We’ve been pioneers of video delivery and intelligence across the web for over a decade, and GumGum has been iterating their contextual platform for a similar amount of time; together, we’re able to offer highly scalable and sophisticated targeting solutions to advertisers.”

William Merchan, Head of Verity at GumGum, said:  “Combining Verity with the power and reach of JWP’s real-time viewability technology to enhance campaign performance allows our clients the opportunity to stay ahead of the curve in a quickly evolving digital advertising landscape.” 

This joint solution is now available to users in North America and Europe.