Zefr has unveiled a new Brand Safety and Suitability Measurement solution in collaboration with Snap Inc., aimed at providing advertisers with enhanced transparency and control over their campaigns on Snapchat.
This partnership expands Zefr’s robust brand safety tools into Snapchat’s ecosystem, leveraging Zefr’s advanced AI and machine learning technology to offer more precise and independent content verification for brands.
Richard Raddon, Co-Founder and Co-CEO of Zefr said: “We are excited to partner with Snap to bring our advanced measurement capabilities to Snapchat, giving brands a powerful tool to ensure their ads are delivered in suitable and brand safe environments. Snapchat represents a key channel for reaching engaged audiences, and our partnership will allow advertisers to benefit from even deeper insights and actionable data on the platform.”
With this solution, advertisers now gain a third-party measurement of content adjacencies, covering video, audio, and text content across Snapchat’s key ad placements.
Zefr’s proprietary AI performs a detailed analysis post-bid to assess brand safety and suitability, giving advertisers confidence that their ads align with desired brand values.
Accessible via Zefr’s Atrium dashboard, the solution maps campaign metrics across twelve suitability categories, enabling brands to make data-driven decisions and optimize their media placements.
Darshan Kantak, SVP of Revenue Product at Snap said: “We are excited to partner with Zefr to provide an enhanced layer of brand safety and suitability for Snap advertisers. This collaboration marks a significant advancement in our brand safety efforts, granting advertisers both control and transparency over their campaigns. We are particularly thrilled to extend these solutions to Spotlight, an exciting format for our clients.”
This development signals an important step for Zefr and Snap in their efforts to build a safer advertising environment on social media.
As advertisers increasingly prioritize transparency in brand placement, innovations like this partnership make it easier for brands to safeguard their content and reach the right audience on dynamic platforms like Snapchat.
