Zefr Rolls Out Brand Safety, Suitability Solution for TikTok In-Feed Ads

Insights and campaign analytics map back to each of the 11 GARM categories

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Zefr debuted a brand safety and brand suitability post-bid measurement solution for in-feed ads on TikTok in Canada, the European Union, the U.K. and the U.S.

The partnership between the two companies was initially revealed during the TikTok World virtual event last September.

The new solution is powered by Zefr’s Cognition AI machine learning engine, and it provides advertisers with independent, video-level verification of their content adjacencies on TikTok, with full mapping to the Global Alliance for Responsible Media brand safety floor and brand suitability categories.

Brands using the solution will have access to deeper insights and campaign analytics mapped back to each of the 11 GARM categories, and they can access the solution via TikTok’s Ads Manager after selecting a pre-bid option such as Inventory Filter.




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