Zefr, a trailblazer in brand safety technology, has recently extended its AI-powered Brand Suitability Solution to cover Facebook and Instagram Reels, augmenting the transparency and security of brand promotions on these platforms. Instagram Reels, given its rich video content, necessitates cutting-edge AI solutions for measuring at scale.
Richard Raddon, Co-Founder & Co-CEO of Zefr said “As we look to the future of the digital landscape, we’re ensuring our global brand partners receive unparalleled transparency and reporting across the world’s largest social platforms. Our collaboration with Meta in developing this independent, AI-powered solution for Reels underscores our commitment in evolving the responsible marketing landscape.”.
This evolution leverages the extensive reach of Reels, granting advertisers an edge. They can now target broader audiences, optimize their media strategies, and gain deeper insights into brand suitability. As part of a collaborative effort, Zefr aligns with Meta and the Global Alliance for Responsible Media (GARM) to guarantee that content placed adjacent to ads adheres to GARM’s standards of safety and suitability.
Samantha Stetson, VP Client Council and Industry Trade Relations at Facebook (Meta) added “Working with partners like Zefr has been instrumental in providing advertisers with critical brand suitability solutions like third party verification. Our cross-industry efforts represent significant progress in our broader brand safety and suitability efforts, offering advertisers both control and transparency on the suitability of their campaigns – and we are thrilled to now offer these solutions on such Reels, an important and growing placement for clients.”.
Advertisers benefit from Zefr’s intuitive Atrium dashboard, which offers a deep dive into content specifics, categorized risk levels, and impression metrics based on GARM’s standards. This partnership between Zefr and Meta ensures that brands can confidently promote their content in a more protected digital environment.
In the age of digital advertising, where user engagement is key, brand safety remains paramount. Zefr’s extension to Facebook and Instagram Reels represents a significant step in maintaining brand integrity, offering advertisers a refined and secure environment to interact with audiences. This collaborative move underscores the industry’s commitment to merging expansive reach with unparalleled brand safety.
