Verification & Measurement

The verification and measurement sector continues expanding beyond traditional viewability metrics, with GumGum Sports entering the AdTech Database this week. As sports marketing investments surge—evidenced by Coors Banquet's return to live sports marketing following a growth spurt—the need for specialized measurement solutions in high-value environments like sports sponsorships and in-venue advertising becomes critical. The convergence of computer vision, contextual analysis, and brand safety tools is creating new opportunities for companies that can deliver granular performance insights across both digital and physical activations.