Zefr is the First Third-Party Partner to receive MRC Accreditation for Content-Level Brand Safety and Suitability Reporting on YouTube

Zefr has officially become the first independent third-party to receive Media Rating Council (MRC) accreditation for Content-Level Brand Safety and Suitability labeling and reporting of YouTube.

This accreditation represents a major step forward for the industry. Historically, brand safety has relied on property- or channel-level controls, limiting advertisers’ ability to understand the actual content adjacent to their ads. Zefr uniquely enables advertisers to move beyond property-level controls toward greater precision, transparency, and accountability at the video level.

Zefr’s accreditation confirms that its content-level classification methodologies meet the MRC’s rigorous standards for validity, reliability, and governance, following an independent audit by an MRC-approved CPA firm. Importantly, this marks the first time a third-party platform integration has met this bar for YouTube, expanding accredited measurement beyond platforms themselves.

This milestone builds on Zefr’s existing MRC accreditation for independent third-party viewability reporting on YouTube, earned in late 2025, reinforcing its ability to deliver standards-based, independently verified measurement across both ad exposure and content classification.

“The MRC congratulates Zefr on earning accreditation for third-party Content-Level Brand Safety and Suitability content-labeling and reporting of Google YouTube for the submitted inventory and environments” said George Ivie, MRC CEO and Executive Director. ​“This important achievement represents the first such accreditation for a third-party platform integration and demonstrates Zefr’s commitment to rigorous industry standards as well as provides the marketplace with greater transparency and accountability regarding safety and suitability across YouTube.”

“Today is a watershed moment for Brand Safety. Historically, many of the industry’s challenges stemmed from relying on property-level controls rather than true content-level measurement. Now, advertisers can have greater confidence that content-level safety measurement is robust and accurate,” said Rich Raddon, Co-Founder and Co-CEO of Zefr. ​“Following YouTube’s accreditation of Google Content Level YouTube Brand Safety and Suitability, Zefr is proud to be the first third party Company in this ecosystem to offer this accreditation, alongside MRC-accredited free viewability metrics.”

As advertisers increasingly look to independent partners to uphold consistent measurement standards, Zefr remains the leader in advancing trusted, content-level brand safety and suitability across the world’s largest social platforms.

For additional details regarding Zefr’s accreditation status and scope, please refer to the MRC’s official list of accredited services at https://​medi​arat​ing​coun​cil​.org/​a​c​c​r​e​d​i​t​a​t​i​o​n​/​d​i​gital.