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The Next Generation of Brand Suitability
Enables digital advertising effectiveness while ensuring brand and social responsibility values are upheld in the world’s largest walled garden platforms
AI Technology Built for Walled Gardens
Zefr’s Patented AI was architected for complex walled gardens, scoring over 5 billion content types per day for brand suitability.
Full Content Transparency
We align with GARM / 4A’s industry standards for pre-flight targeting or post-campaign verification, with additional brand exclusions available.
Proven Effectiveness
Zefr eliminates ~30%+ of misaligned impressions from false positives and unsuitable content.
AI Technology for Brand Suitability in Walled Gardens
Unlike keyword-based open web tech, Zefr’s AI was trained for scaled platforms for more accuracy and transparency.
Latest
European Video Awards 2024 Shortlists Announced
Why the Evolution of Deepfakes is a Wake-Up Call for Brands
Striking A Balance: Managing Content Moderation And Free Speech In Online Ecosystems
Meet the Challenger Adtech Firms Competing to Grab Oracle Advertising Clients
Amid Oracle fallout, advertisers are weighing up challengers against established vendors
Ad verification is under fire: Ad execs are questioning its role as protector
The Impact of Misinformation on Brand Trust
The State of Walled Garden Misinformation: Implications for the 2024 Elections
Zefr Broadens AI-Powered Brand Suitability Measurement with Additional Language Capabilities across Meta’s Facebook and Instagram Feed and Reels
AI Briefing: How AI misinformation affects consumer thoughts on elections and brands
Great Minds Podcast EP305: Emma Lacey, Senior Vice President EMEA, Zefr
IPG Mediabrands and Zefr Announce First-in-Kind Agency Partnership
Designed to tackle misinformation and enhance brand safety and suitability for online campaigns
Ads in Misinformation: An Ad Effectiveness Experiment
Uncovering the True Impact of Ads Next to Misinformation, & Why It Matters for Brands
Zefr and IPG Mediabrands Launch Partnership to Combat Misinformation
MAGNA | April 2024
Zefr Enhances Brand Safety Measures on TikTok With Advanced Controls for Global Advertisers
MARKETECH APAC | April 2024
Zefr & TikTok Expand Brand Safety & Suitability Measurement Through Advanced Controls for Global Advertisers
Marketecture.tv | Episode 66: Politics and AI with Richard Raddon of Zefr
Marketecture.tv | April 2024
Zefr’s New AI Chief Wants to Prove The Value of ‘Truthiness’ | A Q&A with Jon Morra
AdExchanger | April 2024
Zefr + Meta Expand AI-Powered Brand Suitability Measurement to Additional Languages
Deepfakes are spreading, putting creator and brand safety at risk
Marketing Brew | March 2024
Zefr Hosts Meta & 4A’s for Election Readiness Discussion & Dinner
Helping Children Navigate Online Misinformation in The Age of Generative
By Emma Lacey, SVP EMEA | IAB UK
Reducing the Footprint of Misinformation Around Climate Change
By Emma Lacey, SVP EMEA | IAB UK
Brand Safety in Walled Gardens with Zefr’s Emma Lacey
Artificial Intelligence in Brand Safety & Sustainability
Zefr Elevates Brand Safety with Promotion of Jon Morra to Chief AI Officer and Launches Cutting-Edge AI Advancements
New Digital Age Foresight Focus Report: Sustainability & Brand Safety
Featuring Emma Lacey SVP EMEA
2024 Predictions: The Evolving Landscape of the Advertising Industry
The Rise in Climate Misinformation Requires An Urgent Tech and Brand Response
Advertising Week | Or Levi
PODCAST: AdExchanger Talks | Down With Blocklists!
War In Israel Becomes New Test Of Social Media Safeguards Built For Brands
AdAge | October 2023
Engage your audience with Reels—Now with AI-powered brand suitability features | eMarketer
Zefr and Meta Announce Expanded AI-Powered Brand Suitability Solution, Now Available on Facebook & Instagram Reels
Exclusive: Meta unveils brand suitability controls for Reels
Marketing Brew | October 2023
Zefr Expands TikTok Product to Provide Advertisers With Suitability Exclusions, in Collaboration with TikTok’s Inventory Filter
Inflation, Fragmentation, Misinformation, Oh My!: General Mills' Modernized Media Plan
MediaPost | September 2023
The PMW 100 Powerlist 2023 | Emma Lacey, SVP EMEA
Marketers Beware: AI Will Accelerate Online Misinformation This Election Cycle
Rich Raddon | AdExchanger 2023
Zefr + Meta expand AI-powered Brand Suitability Measurement to the Instagram Feed, Additional Languages
Axios Expert Voices Roundtable Discussion in Cannes
Responsible AI: Combating Misinformation with Innovation | Axios June 2023
When It Comes To Brand Suitability, Not All Walled Gardens Are Created Equal
Rich Raddon | ANA June 2023
Expanding AI-Powered Suitability Controls & Third-Party Verification
Meta for Business Blog | Cannes 2023
Twitter Promises Brand Safety to Win Back Ad Dollars in Cannes
Ad Age | June 2023
Zefr Named to AdExchangers Top 50
2023 Programmatic
Power Players
Here are Safeguards Brands and Agencies are Tapping to Prevent or Mitigate AI Fraud | Digiday
Zefr Takes Stance Against Climate Misinformation by Joining Ad Net Zero and Partnering with Cedara to Accelerate Decarbonization in the Ad Industry
AI Has the Power to Both Perpetuate and Mitigate Our Misinformation Problem | The Drum
By Zefr's Chief Product & Chief Data Officer, Jon Morra
General Mills Fights AI Deepfakes on Tiktok, Facebook and Youtube
Zefr Brand Suitability Verification Now Available for Facebook Feed
Zefr Named to TikTok Marketing Partner Program
New Magna Research With Zefr Reveals 93% Of Consumers Are Exposed To Misinformation, And Expect Brands To Take Action
Zefr has appointed Ryan Barker to Chief Technology Officer
Zefr Launches Atrium
A New Measurement Product Suite Providing Advertisers with Fully Transparent Brand Safety and Suitability Measurement Across Walled Gardens
Zefr Makes Brand Safety, Suitability Reporting Generally Available to YouTube Advertisers
Zefr Acquires Israeli AI Firm Adverif.ai
Bolstering technology-led approach to identifying and defunding misinformation
Zefr Selected By Meta as First Partner for Feed Verification
Zefr Partners with TikTok to Provide Brand Safety and Brand Suitability Measurement to Advertisers, Aligned to GARM Industry Standards
As Global Video Investment Accelerates, Zefr Continues Growth With Exclusive Mitsui Partnership In Japan
What It Will Take To Foster A Responsible Media Ecosystem
Navigating a Safe Path Through Online Video, with Zefr’s Paola Ambrogio
Brand Suitability in Video Means Going Beyond the Basics
Zefr and Iris.TV are Partnering to Bring a More Nuanced Approach to Blocking or Allowing Streaming Content
Zefr Made Brand Safety Reporting Partner by YouTube, Announces Development of Independent Brand Safety & Suitability Measurement Product
Solving Brand Suitability: A New Study from Magna + Zefr
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