Zefr Unveils Brand Safety Features for Snapchat’s Ad Ecosystem

In General XR News

November 5, 2024 – Zefr, a provider of brand suitability and content measurement solutions for walled garden environments, has recently announced the launch of its new ‘Brand Safety and Suitability Measurement’ solution for Snapchat, marking the latest expansion of Zefr’s measurement capabilities to one of the world’s most popular social platforms.

What is Brand Safety and Suitability Measurement?

Brand Safety and Suitability Measurement involves evaluating and ensuring that advertisements are placed in environments that align with a brand’s values and avoid harmful or inappropriate content. This process assesses the context in which ads appear, aiming to protect a brand’s reputation by preventing associations with negative or controversial material. It also ensures that ads are shown alongside content that is appropriate and relevant to a brand’s identity and target audience.

What Does Zefr do?

Zefr provides solutions that empower brands to manage their content adjacency (the placement, or misplacement of ads next to unsafe content) on scaled platforms such as YouTube, Meta, TikTok, and now Snapchat, in accordance with industry standard frameworks. Zefr stated that through its patented AI technology it offers brands and agencies more accurate and transparent targeting and measurement solutions.

What Does This Partnership With Snap Mean?

This latest announcement means that Zefr’s Brand Safety and Suitability solution now integrates directly with Snapchat’s advertising tools and provides advertisers with independent, third-party verification of content adjacencies on Snapchat, allowing them to enhance the safety and suitability of their campaigns.

According to Zefr, the new offering, which was developed in partnership with Snap Inc., will provide advertisers with increased transparency and control over their campaigns by leveraging Zefr’s patented AI and machine learning technology to perform a comprehensive analysis of video, audio, and text content in order to determine brand safety and suitability.

Through Zefr’s ‘Atrium‘ dashboard, brands can gain access to detailed reporting and insights mapped to twelve different suitability categories, helping them make informed decisions about their media placements.

“We are excited to partner with Snap to bring our advanced measurement capabilities to Snapchat, giving brands a powerful tool to ensure their ads are delivered in suitable and brand safe environments,” said Richard Raddon, co-founder and co-CEO of Zefr. “Snapchat represents a key channel for reaching engaged audiences, and our partnership will allow advertisers to benefit from even deeper insights and actionable data on the platform.”

Also commenting on the partnership, Darshan Kantak, SVP of Revenue Product at Snap said: “This collaboration marks a significant advancement in our brand safety efforts, granting advertisers both control and transparency over their campaigns. We are particularly thrilled to extend these solutions to Spotlight, an exciting format for our clients.”

For more information on Zefr and its solutions for brands, please visit the company’s website.

Image credit: Zefr