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Brand suitability provider Zefr will be Meta’s initial partner for providing independent reporting on the context in which ads appear on Facebook Feed.
Meta said Zefr was selected after an extensive vetting process, and the two companies will collaborate on developing a solution to measure and verify the suitability of adjacent content to ads in Feed, starting with small scale testing in the third quarter and moving to limited availability in the fourth quarter.
The aim is to give Meta’s advertisers a better understanding of the types of content that appear adjacent to their ads, so that they can make informed decisions and reach their marketing goals on its platforms.
Once the integration with Zefr reaches limited availability, Meta will take steps to open up brand suitability integration opportunities for other badged partners.