Zefr, a global leader in brand suitability targeting and measurement for walled garden environments, has announced an expansion of its AI-Powered Brand Safety and Suitability Verification solution on YouTube. This update now includes YouTube Shorts inventory and Demand Gen and Performance Max campaigns. This move enhances Zefr's long-standing partnership with YouTube, providing independent and transparent safety and suitability reporting to advertisers.

• Expansion of AI-Powered Verification Solution

  • New Features:
    • YouTube Shorts:
      • Inclusion of Shorts inventory in brand safety and suitability verification
    • Demand Gen and Performance Max Campaigns:
      • Coverage for these advertising formats
  • Objective:
    • Deepen partnership with YouTube
    • Provide comprehensive, transparent reporting for advertisers

• Importance for Advertisers

  • Shift from Linear TV:
    • Increased investment in YouTube
    • Need for confidence in ad placements
  • AI-Driven Measurement:
    • Ensures ads appear in high-impact environments
    • Mitigates risks associated with unsuitable placements

• Quotes and Insights

  • Rich Raddon, Co-CEO and Co-Founder of Zefr:
    • Emphasizes the need for increased confidence in ad placements as investment shifts to YouTube
    • Highlights the expanded AI-driven measurement capabilities for YouTube Shorts and other campaign types

Zefr's expanded AI-Powered Brand Safety and Suitability Verification solution enhances advertiser confidence by ensuring that ads on YouTube Shorts, Demand Gen, and Performance Max campaigns are served in suitable and high-impact environments. This development strengthens Zefr's partnership with YouTube, providing valuable transparency and safety for advertisers.