Zefr is elevating its advertising collaboration with TikTok, offering advertisers an enhanced brand suitability optimization experience. Thanks to the integration with TikTok’s proprietary Inventory Filter, Zefr is ensuring its global advertising partners can target their marketing efforts more responsibly on the platform.
The collaboration brings about video-level signals to TikTok’s Inventory Filter. It aims for GARM Suitability optimizations, presenting advertisers with heightened control and transparency over their campaigns.
This pioneering effort addresses the long-standing issue of over-blocking content through conventional methods like keyword blocking or static inclusion lists.
Zefr has already set a commendable track record since its 2022 launch, boasting a 99%+ brand safety rate on TikTok, using the GARM floor definitions on global campaigns.
Rich Raddon, Co-Founder & Co-CEO at Zefr said “We’re excited to announce Zefr’s Suitability Signals are globally available in partnership with TIkTok’s Inventory Filters. This innovation marks another important step forward in the industry, providing Zefr’s global brands with transparency and optimization based on the GARM suitability standards,the continued innovation in brand suitability on TikTok reinforces Zefr’s commitment to provide advertisers with a complete view of their brand suitability on platforms, mapped to the industry-standard GARM definitions. Zefr’s Global advertisers can now access and action on their campaigns in all markets where TikTok Inventory Filter is currently available, with coverage across North America, Europe, Middle East, APAC and LATAM.”.
The enhanced collaboration aims not only at brand safety but also at bolstering advertiser trust in brand suitability, taking reference from each GARM Brand Suitability standard definition. The two companies have plans to further enrich these product attributes as 2023 unfolds.
This innovative approach simplifies the process of brand suitability optimization without sacrificing reach. Zefr’s global advertising clientele can fine-tune their pre-bid settings within TikTok’s Ads Manager, leveraging the TikTok Inventory Filter. Additionally, Zefr’s dashboard offers granular transparency by delivering video-level reports concerning ad placement, all aligned with GARM standards. When Zefr detects content that doesn’t align with brand suitability, it alerts TikTok, ensuring ongoing optimization.
