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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Meta Taps Zefr For Brand Suitability And Improve Advertising Safety Tools
Meta partners with brand suitability provider Zefr to enable advertisers to ensure that their promotions don’t appear alongside potentially offensive material on the Facebook Feed. It will provide more options for brands to manage their ad placements across their apps.
Why Zefr?
Meta stated in their blog that after an extensive vetting process, they collaborated with Zefr together to develop a solution to measure and verify the suitability of adjacent content to ads in Feed, with the goal of starting with small-scale testing in the third quarter of this year and moving to limited availability in the fourth quarter. Rich Raddon, co-founder and co-CEO of Zefr said in a statement,
“The future of the ad industry is moving towards transparent and accurate measurement for brand safety and suitability in complex environments, based on the GARM [Global Alliance for Responsible Media] standards. Zefr is thrilled to partner with Meta to develop the first suitability measurement product for Feed, giving advertisers deeper transparency into their content adjacencies across Meta.”
Additionally, Zefr has also collaborated with TikTok and YouTube on similar initiatives, leveraging advanced AI systems along with human reviews to provide customized brand safety solutions and more control to ad partners.
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How will it benefit the advertisers?
The main aim is to give Meta advertisers a better understanding of the types of content that appear adjacent to their ads, helping them make informed decisions to reach their marketing goals. As the integration with Zefr reaches limited availability, Meta will work toward having the brand suitability integration opportunity open to all badged partners.
The move is part of Meta’s answer to longstanding demands from the advertising industry, which has advocated for brands to be given greater control over where their ads appear online. Advertisers have demanded tools to help them customize and prevent ads from appearing adjacent to content the brand deems unsuitable, such as politics or news about death or violence.
Meta has also been working closely with GARM as it develops these controls, which will be aligned with the GARM Suitability Framework. Rob Rakowitz, GARM Initiative Lead, World Federation of Advertisers welcomed the partnership saying it will provide the advertisers the much-needed post-campaign transparency which is difficult to measure sometime.
“In our quest to eliminate harmful content from ad-supported digital media, we need controls on where ads appear and measurement to verify the accuracy of those placements.”
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The social media giant has started to build controls for the Facebook and Instagram feeds primarily for English-speaking markets first. Next year, the company plans to expand the placement coverage to include other languages, Stories, Reels, Video Feeds, Instagram Explore, and other surfaces across Facebook and Instagram. Meta vice president, client council, and industry trade relations Samantha Stetson said,
“Providing advertisers control over the content their ads appear next to is incredibly important work for us, and to our commitment to the industry via GARM. We’re excited with the progress we are making toward building content- based controls for Feed and are excited to start development with Zefr on third-party Feed verification. It will take time, but it’s the right work to do.”
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