With Zefr's latest expansion, brands can now pair pre-bid suitability controls with always-on measurement across Meta's full ecosystem.
Threads is scaling fast. Already, over 400 million monthly active users connect on Threads through open conversation. And as advertisers increase investment across Meta's ecosystem, the pressure to maintain brand suitability at speed has never been higher. Today, that control gets sharper.
Zefr is launching content block lists for Threads feed - proactive, pre-bid controls that determine where ads appear before a bid is ever placed. For advertisers looking to scale on one of Meta's most dynamic surfaces, it means precision and performance no longer have to compete with brand safety.
Zefr content block lists shift suitability upstream so that performance and brand safety are built in from the first bid, not bolted on after. It's a meaningful shift in how media efficiency and brand suitability can work together across Meta's ecosystem.
As one of Meta's brand safety and suitability partners, Zefr's journey has followed a clear progression: from verification across Facebook and Instagram, to measurement on Threads feed, and now to pre-bid control. Each step has been about giving advertisers more confidence to invest and this launch is no different. Brands can now pair proactive pre-bid controls with always-on measurement to dynamically optimize efficiency, scale, and performance, all grounded in brand safety.
"Zefr's partnership with Meta has always been grounded in innovating alongside their platforms. Expanding Content Blocklists to Threads feed is the next step in that commitment, giving advertisers the confidence to scale their investments while never compromising on brand suitability." - Rich Raddon, Co-CEO, Zefr
For advertisers, this means something concrete: the ability to scale across one of the web's fastest-growing feeds without ceding control over where your brand shows up. That's the standard Zefr has been building toward and it's now available on Threads.