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Brand safety ad-tech firm Zefr is buying Adverif.ai, an Israeli artificial intelligence company that uses tech to identify misinformation, the companies announced today. Terms of the deal were not disclosed.
Zefr, which focuses on brand suitability—particularly inside walled gardens like Meta and TikTok—has previously been more focused on helping brands avoid appearing next to videos with undesirable content, such as nudity or violence.
Misinformation has been a harder beast for technology to tackle, which made the Adverif.ai