Zefr & TikTok Expand Brand Safety & Suitability Measurement Through Advanced Controls for Global Advertisers
Zefr, the leader in brand suitability targeting and measurement within walled garden environments, today announced a significant expansion of its brand safety and suitability measurement product with TikTok. Global advertisers will now have the ability to deploy advanced brand suitability controls, including Category Exclusions and Vertical Sensitivity controls, which will be available through TikTok’s newly released Brand Safety Hub in TikTok Ads Manager. These new capabilities are designed to offer unparalleled protection and customization for brands advertising on TikTok, ensuring each campaign aligns with their unique brand values and safety and suitability standards.
This announcement builds on Zefr & TikTok’s latest collaboration, announced in September 2023, in which it was announced that Zefr provides video-level signals to inform TikTok Inventory Filter for GARM Suitability optimizations, giving advertisers even further control and transparency when using the TikTok Inventory Filter on campaigns. This collaborative process is representative of an evolution in brand suitability optimization, giving advertisers deeper controls and transparency.
Through the introduction of Vertical Sensitivity on TikTok, advertisers will now be able to select their vertical and exclude content categories they deem unsuitable, covering 11 brand verticals such as Pets, Beauty, Food, Fashion/Retail, and more. This control is now available across key markets including the US, UK, Canada, and Australia.
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Through Category Exclusions, brands can prevent their ads from appearing next to content categorized under Gambling & Lotteries, Violent Video Games, Combat Sports, and Youth Content, across all TikTok Inventory Filter markets.
“Zefr is committed to innovating in brand safety and suitability across social platforms. The integration of our advanced controls into TikTok’s Brand Safety Hub on TikTok Ads Manager highlight our continuous dedication to innovation and empowering advertisers,” said Rich Raddon, Co-Founder & Co-CEO of Zefr. “This collaboration reflects our joint efforts to set new standards, prioritizing the brand suitable alignment of ads with content, while minimizing over-blocking and maximizing reach for brands.”
Since launching in 2022, Zefr has measured a 99%+ brand safety rate on TikTok based on the GARM floor definitions across global campaigns. Beyond brand safety, this collaboration will further improve the advertiser experience, offering advanced tools and insights that are respectful of both brand values and audience sensitivities. Zefr and TikTok will continue to collaborate on expanding these product features in all regions globally throughout 2024.
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DoubleVerify Release Tiered Brand Suitability Addressing “Made For Advertising” (MFA) Measurement
DoubleVerify, a leading software platform for digital media measurement, data, and analytics, has announced the release of new tiered brand suitability, which addresses “Made for Advertising” (MFA) measurement and protection in a more nuanced and brand-specific manner.
Right tools for MFA inventory
MFA inventory is not intrinsically invalid, in contrast to ad fraud, and many advertisers choose to place ads on MFA sites. To ascertain whether particular MFA sites are consistent with their advertising objectives and brand values, marketers require the right tools. Brands have more control and granularity to choose the level of protection that best meets their needs thanks to DV’s tiered MFA categories.
MFA brand suitability measurement
To find MFA sites at scale, DV’s tiered MFA brand suitability categories employ a proprietary analysis method that makes use of a special combination of human and AI-based auditing. MFA sites are found by examining several aspects, including their methods of content creation, activities, sources of ad traffic, and the monetization of their ads. An MFA site is then categorized into one of three DV brand suitability tiers based on its features.
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The tiers
MFA High
This category designates websites with the most extreme MFA content or attributes. It includes a high ad density with page content, a heavy reliance on paid traffic sources with negligible to no organic traffic, and an average ad intensity (a measurement of an ad’s viewable duration) that is considerably below the DV benchmark.
MFA Medium
Recognizes locations exhibiting different levels of MFA activity. For instance, a website may use a high ad density in comparison to the content of the page. However, its average ad intensity may be close to the DV benchmark.
MFA Low
Describes websites or portions that combine MFA and non-MFA content; this could include websites where only a portion or subdomain has MFA features or content.
The most thorough and nuanced level of analysis is possible with DV’s method, which also avoids false positives and misclassification. For instance, a website may have a large amount of advertisements on it. However, it may also have high rates of direct and search engine traffic. The publisher in this case would not qualify as an MFA website according to DV’s definition.
For programmatic buyers
With this release, DV provides MFA classification, measurement, and protection with one of the industry’s most comprehensive and detailed toolkits. To prevent pre-bids, DV’s Authentic Brand Suitability (ABS) will soon incorporate DV’s tiered MFA categories. For programmatic buyers, DV can offer a curated MFA exclusion list in the interim. Through DV Pinnacle®, an advertiser’s brand safety and suitability profile can be easily integrated with DV’s tiered MFA categories for post-bid measurement and monitoring. The new offering strengthens DV’s controls in response to the surge in online MFA content. It expands upon its September 2023 beta release.
Here’s what they said
Jack Smith, Chief Innovation Officer at DoubleVerify said,
“The introduction of our MFA brand suitability categories is a critical development for the advertising industry. Our goal is to equip marketers with tools for nuanced measurement and management of MFA content, significantly enhancing precise brand protection. This innovation ensures that marketing efforts are strategically aligned with brand goals and values, fostering deeper consumer engagement and trust, while also optimising investments and performance.”
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