If a brand like Adidas or BMW is paying for a sponsorship logo at a sporting event, they want as many eyes on it as possible. That’s where LA company GumGum comes in.
GumGum’s Media Value Center, a segment of the company’s sports business vertical, allows customers to aggregate and view performance by sponsor, platform, placement and media type. SVP of Engineering Vaibhav Puranik said the company also relies on artificial intelligence to contextualize advertisements and spot any potential associated brand safety risks.
“In both cases, our computer vision and natural language processing technology analyzes the content of webpages in order to understand the nature of what is displayed,” said Puranik.
We’ve reached a point where humans can’t possibly catalog the vast amounts of data that exist online. GumGum team members use algorithmic-based information to counsel clients so they can spend their money wisely. And for many of those brands, that can look like behind-the-hoop placement at the next NBA game.
How is GumGum currently leveraging artificial intelligence and/or machine learning to inform decision-making in a specific area of the business?
GumGum’s advertising business uses AI for two distinct but intrinsically related functions in the digital ecosystem: brand safety and contextual advertising. In both cases, our computer vision and natural language processing technology analyzes the content of webpages in order to understand the nature of what is displayed. With that understanding, we can deliver ad placements and creatives suited to specific contexts in order to target the most viable audiences.
We also help suppress the placements of ads in unsafe contexts to prevent negative adjacencies that can be harmful to brand reputations.
For our sports business, we use AI to measure the value of sports sponsorships. Our computer vision analysis platform identifies sponsor logos and assesses the clarity, visibility, prominence, size, share of voice and position of the sponsorship placement that appears in broadcast and online.
AI and machine learning decision-making really stand at the core of GumGum’s business function.’’
What impact has AI/ML-driven decision-making had on the business thus far?
AI and machine learning decision-making really stand at the core of GumGum’s business function. Our clients and partners occupy the digital ecosystem, an ecosystem that has become so large and unregulated that navigating it is beyond human capability.
Only machine intelligence is capable of collecting, analyzing and cataloging the expanding volume of digital content so that brands, publishers and other stakeholders can safely and efficiently profit in, on and around that content.
The decisions that our machine learning systems make guide our every action at GumGum, whether that be bringing the right digital ads to the right audiences or giving an NBA franchise insight into how much its jersey patch sponsorship is really worth.
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