Meta Expands Zefr’s Brand-Suitability Solution To Instagram Feed 

To increase brand safety on its most popular social app, Meta has integrated Zefr’s automated brand-suitability verification product into the Instagram Feed while also making it available in more global territories and testing new inventory filters for Reels.

The company says the measurement solution aligns with the suitability framework created by the Global Alliance for Responsible Media (GARM) and will aim to provide markets with more transparency in their campaigns across English, Spanish, French, Arabic, Chinese and Portuguese speaking countries. 

The brand-suitability solution, which originally launched for the Facebook Feed in March 2023, will provide advertisers with full access to their Instagram Feed measurement via their Atrium dashboard, which provides transparency across Meta platforms, as well as TikTok and YouTube, the company says. 

Meta is also beginning to test inventory filters for Reels on both Instagram and Facebook. Official third-party brand suitability tests for Reels will begin in August, with more information becoming available in the coming months. 

“AI is one of the driving forces behind these industry-leading solutions,” Meta wrote in a blog post, adding that its multi-stage AI review system will ​“complement” its existing brand suitability technology by learning to classify content in Facebook and Instagram Feeds, across text, video and images. If the content doesn’t meet the company’s monetization policies, it will not be eligible to have ads appear above or below it.