Wednesday, May 29, 2019

GumGum Partners On Ad Safety Effort

Santa Monica-based GumGum, which develops artificial intelligence-driven advertising software, has partnered with ad safety firm White Ops, to provide anti-fraud protection to GumGum's programmatic advertising exchange, the two said this morning. According to the company, all of the inventory across GumGum's ad exchange will be protected by White Ops' Media Guard pre-bid prevention product. Terms of the deal between the companies were not announced. White Ops' software identifies and blocks non-human web traffic, which is a big problem for Internet advertisers. According to the companies, cybercriminals are using new tactics to mimic human behavior to bypass ad fraud blockers.

---