The people
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Working at Vubble
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On the TechTO stage
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About
Tessa Sproule spent nearly two decades at CBC — starting in a radio newsroom cutting tape with razor blades — and left in 2014 worried about what she called content arriving without context. Vubble was the answer: a feed that is personalised but deliberately not left to the algorithm alone, with human editorial judgment in the loop to counter filter bubbles. She demoed it at MarketingTO in March 2018. The company has since focused on content moderation and analysis, deploying journalists, librarians and computer vision against misinformation and disinformation campaigns, with support from the Canada Media Fund.
Backers
Funded and supported by the Canada Media Fund, per the company's own site
Quick answers
What does Vubble do?
It curates video, combining human editorial judgment with machine learning, and applies the same approach to identifying misinformation and disinformation campaigns in video and audio.
Why was Vubble started?
Sproule left CBC in 2014 because digital content was reaching people without context and feeds were narrowing around what users already liked. She wanted to put human judgment back into personalisation.
Who founded Vubble?
Tessa Sproule, who had spent nearly twenty years at CBC, with Katie MacGuire, whom she met there.