TikTok continues to innovate at a rapid pace, introducing new formats and experiences that give brands more ways to connect with their audiences at scale.
Today, Zefr is excited to announce that we’re expanding verification across TikTok’s placements and campaign objectives, helping brands confidently leverage emerging placements and connect with audiences in more ways than ever.
Zefr is TikTok’s AI-powered brand safety and suitability partner, working alongside the platform to give brands the independent coverage they need to scale into TikTok’s growing ad ecosystem. With this expansion, advertisers can now leverage Search, upgraded campaign creation experience for brand & Smart+ traffic objectives, TikTok Lite, and GMV Max knowing their suitability, viewability, and invalid traffic standards are met.
Explore the details below to learn more about expanded placements, objectives, and Zefr coverage.
Search TikTok Search is a high-intent environment, giving brands a powerful way to engage users actively exploring relevant content. Advertisers can now measure brand safety and viewability across both the Search Feed and Search Results Page through Search Ads Campaigns and Automatic Search placements for traffic and performance objectives, providing independent validation that ads appear in brand-safe, suitable, viewable, and invalid traffic-free environments.
Upgraded Campaign Creation Experience for brand & Smart+ traffic objectives is a new and improved automation strategy that now unifies manual buying and Smart+ into a single buying flow for brand and traffic objectives. Advertisers running upper and mid-funnel objectives can now add third-party verification that automated delivery is meeting their brand suitability, viewability, and invalid traffic standards at every stage.
TikTok Lite- TikTok Lite is an extension of the main TikTok app and an alternative way to experience TikTok on mobile devices that’s optimized for device performance. With this expansion, advertisers in the U.S. can now access incremental audiences with the same suitability, viewability, and invalid traffic (IVT) coverage they rely on across the main TikTok app.
GMV Max: GMV Max is TikTok’s automated campaign solution built to drive maximum Shop ROI, intelligently optimizing across products, creative, audiences, and placements in real time. With brand suitability and viewability measurement now available for
GMV Max campaigns (excluding LIVE and Shop Tab placements), U.S. advertisers can pair performance with proof, knowing not just how their ads performed, but where they ran and whether they were actually seen.
As TikTok continues to innovate, Zefr remains committed to expanding AI-powered suitability intelligence alongside it, ensuring brands have comprehensive coverage across evolving formats. Reach out to your Zefr or TikTok representative to learn more about activation.