Zefr has expanded its pre-impression content avoidance controls on Meta, offering advertisers more refined control over content adjacencies while ensuring large-scale reach. This expansion is part of Zefr Max, providing global availability and offering advertisers complete transparency on where their ads are served. The new solution enhances brand safety and performance across Meta's platforms.

Features and Benefits

• Building on Meta's Existing Controls
  This new feature enhances Meta's first-party Inventory Filters, which help maintain brand suitability on the platform. Zefr’s pre-impression content avoidance solution offers advertisers the ability to create custom blocklists and implement real-time optimizations, further improving their campaign’s contextual relevance.

• How the Solution Works
  Zefr utilizes AI combined with a human-in-the-loop process to classify content for blocking before an ad is served, and offers post-bid transparency. Advertisers can customize exclusions by risk level and create dynamic blocklists based on real-time events or specific brand concerns.

• Transparency and Performance
  Advertisers can access real-time transparency dashboards, offering clear visibility into performance metrics and blocked content. Zefr’s AI decision-making process is explainable, ensuring transparency while continuously refining content exclusions to align with campaign objectives.

• Future-Proof Brand Suitability
  Zefr’s commitment to ongoing optimization ensures that as social media evolves, brands are equipped with up-to-date tools for effective content adjacencies. This future-proof approach helps advertisers maintain brand safety and relevance as platform dynamics shift.

With this expanded capability, Zefr offers advertisers a more powerful and transparent way to control content adjacencies on Meta. By providing customizable blocklists and real-time optimization, Zefr helps brands safeguard their messaging while maintaining scale and performance.