Zefr Makes Brand Safety, Suitability Reporting Generally Available to YouTube Advertisers

Zefr said Monday that its brand safety and suitability reporting product is generally available for campaign measurement on YouTube in North America, with full mapping to the Global Alliance for Responsible Media framework.

Advertisers on YouTube will gain access to Zefr’s measurement functionality via the Google Ads Data Hub, giving them additional transparency into their content adjacencies on the platform via brand safety and suitability measurement across GARM content categories and risk levels for YouTube in-stream ad campaigns.

Zefr and YouTube were already collaborating on the YouTube Measurement Program, covering brand suitability and contextual targeting and adding measurement capabilities for advertisers.

The rollout of the new initiative begins in Canada and the U.S., with additional markets to be onboarded in the coming quarters.

Zefr co-CEO Rich Raddon said in a statement, ​“GARM’s continued momentum is bringing much-needed clarity and huge momentum in media responsibility, and we’re thrilled to offer advertisers a measurement product on YouTube that directly maps back to these critical standards. YouTube should be commended for its ongoing commitment to embrace the GARM standards across all facets of its platform.”

GARM initiative lead Rob Rakowitz added, ​“Kudos to YouTube and Zefr for their constant innovation and collaboration in providing transparency to advertisers, aligned with the GARM safety and suitability framework. The work of media responsibility is never over, and this product enables a more responsible media ecosystem for users and advertisers.”