LOS ANGELES, March 30, 2023 /PRNewswire/ — Zefr’s third-party brand suitability verification solution for Facebook Feed is now available. This marks a massive AI innovation that allows advertisers to measure, verify, and understand content suitability for their ads, providing more transparency and control over their campaigns. Advertisers will have full access to their verified Facebook Feed through their Atrium dashboard, which provides full transparency into GARM standards across platforms like Facebook Feed, TikTok and YouTube.
Meta also announced new inventory filters for Facebook and Instagram Feeds that are already rolling out to advertisers in the English and Spanish-speaking markets. These developments underscore the ongoing collaboration between Zefr and Meta and the critical work being done to meet the needs of advertisers today.
For more information on Zefr’s brand suitability verification product for Meta, visit www.zefr.com/atrium, or contact measurement@zefr.com.
Zefr’s third-party brand suitability check is now available for Facebook Feed
Meta and Zefr have been working together for the past year to test and build a standalone AI-powered solution to report the context in which ads appear in Facebook Feed.
Zefr’s AI product Atrium evaluates video, image, text and audio to tag Feed content based on GARM suitability standards. The solution enables advertisers to measure, verify, and understand the appropriateness of content near their ads to help them make informed decisions to achieve their marketing goals.
“Zefr has led the industry in AI-based measurement solutions and we are delighted that Meta is assuming a leadership position with AI-based solutions. This combination of AI-based controls and measurement around GARM standards now offers advertisers complete control and confidence in the safety and appropriateness of brands in Facebook Feed. By partnering with Meta, we are applying our AI to give advertisers more transparency into ad-adjacent content in their campaigns,” said Rich Raddon, co-founder and co-CEO of Zefr. “The launch of these AI-based verification and control solutions is an important step not only for Meta, but also for the industry as we join the framework established by GARM.”
To read more about Zefr and Meta’s updates to brand safety and suitability checks, here is Meta’s official blog highlighting its importance to the industry:
“Together, Meta’s brand suitability checks, along with industry verification, address the critical needs of advertisers and align with a critical pillar of OMG’s CASA (Council on Accountable Social Advertising) initiative, which seeks to ensure our clients are shown in the environments best suited to their brands,” said Ben Hovaness SVP, Omnicom Media Group. “We are pleased to have customers involved in the first tests of Meta’s brand adequacy checks as a result of Meta’s participation in CASA and are encouraged by these efforts.”
“We are pleased with Meta’s continued commitment to security and adequacy in its technologies. In 2020, we committed to holding our media partners accountable and ensuring their platforms offer more controls to advertisers. We are pleased with the progress Meta has done at the launch of Inventory Filters and we continue to push for GARM-aligned controls like this across the industry.” Jacqui Stephenson, Global Head of Marketing, Mars.
Media Contact: Hank Kimhank@m8media.net
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