yumenetworks.bmpYuMe Networks is new start-up using a machine and human approach to help advertisers decide when to run ads by videos.

YuMe reminds us of Yahoo’s old approach to search engine technology: Helping along machines with a little bit of human intelligence. Let’s face it, machines still aren’t good enough to classify video accurately enough for cautious advertisers. No one wants to repeat the blunders committed by Google a few years back, when its machines inserted ads for suitcases besides gruesome articles about suitcases filled with body parts.

YuMe searches for information supplied by video creators and other data sources and classifies video clips into categories, such as “automotive.” YuMe uses speech-recognition technology to confirm that a video’s audio track is related. But then it also employs people in India to make sure that videos are about what they say they are. (See WSJ story; sub required) The company launched today.

The company has received more than $7 million in funding from Khosla Ventures, Accel Partners, and BV Capital and others.


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