Brand Safety
Objectively bad for brands
Excluded by default
Aligned to GARM Brand Safety Floor
Brand Suitability
Subjective Risk by Brand
Included/Excluded By Preference
Aligned to GARM Brand Suitability Low/Medium/High Definitions
Zefr’s AI-Driven Approach to
Brand Safety and Suitability Across Walled Gardens
Pre-Bid Controls with Post-Bid Transparency
Every brand has different risk tolerances. Zefr’s content-level decisioning enables brands to activate and measure every impression, based on their distinct suitability and risk tolerances according to 4A’s and GARM standards.
Content-Level Transparency
Pre-flight control with content-level transparency. Zefr’s data enables brands to manage and modify their suitability definitions based on industry standard definitions from 4A’s and GARM, with impression-level clarity on each video’s risk level.
Constantly Innovating.
R&D is in Zefr's DNA. Our dynamic product suite is constantly iterating and improving to drive more efficient workflows and more accurate measurement. By reducing false positives, Zefr’s data allows brands to achieve brand suitability without overly constraining their reach and delivery.
GARM Standard Brand Suitability, for Complex Environments.
The GARM Standards have made Brand Suitability definitions objective across the industry. Zefr’s state-of-the art approach to Brand Suitability in video is driven by a patented Cognition AI process, which combines scaled human review with machine learning to let brands activate and measure on the GARM standards.
Say Goodbye to Keyword Blocklists
Brand suitability can make or break a brand’s ad campaign, yet too often legacy tools are being used to solve for it. Rather than relying on blunt tools keywords and semantics, Zefr has invested in data science driven tools to make Brand Suitability work with precision for scaled platforms with unlimited content.
Zefr’s Brand Suitability Drives More Relevant Ad Experiences
Brand Suitability not only reduces risk, but also improves consumer ad experience. Zefr’s Cognition AI engine has been measured by MAGNA and the IPG Media Lab to drive lifts across the funnel vs. traditional forms of contextual targeting.
