Press release

GumGum Partners with White Ops to Deliver Comprehensively Safe Ad Exchange

Sponsored by Businesswire

, an artificial intelligence company specializing in solutions
for advertising and sports, announced today it has selected White
’ pre-bid prevention product, MediaGuard,
to bring the world’s most robust anti-fraud protection to the GumGum
programmatic advertising exchange. The exchange – which already includes
integral patented brand safety and contextual targeting technologies –
will now deploy White Ops’ MRC accredited fraud prevention across its
entire inventory.

“We’ve always had a safety first mentality, hence our investment in
computer vision and NLP contextual analysis brand safety technology,”
said GumGum VP of Programmatic Adam Schenkel. “But safety isn’t just
about feeling secure about where ads are placed. It’s also about feeling
secure that ad dollars are well spent – that, when ads are placed,
they’re being seen by real live consumers. White Ops is the best in the
business at identifying and blocking non-human traffic, so this
partnership is helping realize our goal of delivering the absolute
safest media buying solution possible.”

The announcement of the partnership comes at just the right time for an
industry facing a growing range of threats. Brand safety and fraud are
two of the biggest. A 2018 GumGum
found that 90 percent of marketers consider unsafe contexts
for ad placements a serious problem in the industry. The 2019
Bot Baseline report
, released by White Ops and the ANA (Association
of National Advertisers), found that although projected losses to ad
fraud is down 11 percent in two years, cybercriminals are now leveraging
even more sophisticated ad fraud schemes such as tactics that mimic
human behavior, fake premium publisher inventory and evade traditional
detection techniques.

White Ops’ MediaGuard pre-bid prevention API is a machine-learning
algorithm that learns and adapts in real-time from White Ops advanced
bot detection techniques to accurately predict and block bot driven ad
requests before a buyer has the opportunity to bid on them. This
“upstream” elimination of fraudulent ad requests results in better
performance for advertisers and yield for publishers.

“Cybercrime becomes more advanced and because of that, ad fraud persists
in new, creative forms,” said Michael Tiffany, President and Co-Founder
of White Ops. “Protecting against these tactics requires a
comprehensive, dynamic and adaptive prevention solution. By implementing
MediaGuard pre-bid fraud prevention, GumGum has reaffirmed its
commitment to giving its advertisers and publishers real peace of mind
when it comes to the validity of ad impressions.”

GumGum’s inventory – which was protected by White Ops’ post-bid product
FraudSensor for the past three years – has been protected by MediaGuard
since Q1 of this year. Buyers and sellers on GumGum’s exchange will see
no change in inventory pricing.

About GumGum:

is an artificial intelligence company with a focus on computer vision
and natural language processing. Our mission is to solve hard problems
by teaching machines to understand the world. Since 2008, the company
has applied its patented capabilities to serving media-related
industries, including advertising and professional sports. For more
information, please visit

About White Ops:

White Ops is a cybersecurity company that protects the Internet from
malicious bot activity. Globally, software-as-a-service from White Ops
determines the validity of nearly 100 billion transactions per day on
behalf of over 200 customers. Our proactive adaptation, Internet-scale,
and multi-layered methodology have made us the platform of choice for
some of the largest and most forward-thinking platforms and brands. For
more information, visit