Industry leading brand safety and suitability partner Zefr to expand end-to-end capabilities across Meta, enhances data processing speed

Zefr is thrilled to announce the upcoming expansion of third-party exclusion capabilities on Facebook and Instagram Feed and Reels, set for testing with a general availability release expected in early 2025. This enhancement allows brands to utilize Zefr's AI-driven exclusion technology, providing refined control over ad placements across a wider range of content surfaces on these popular social platforms.

Zefr's Role in Brand Suitability Verification

• As Meta's initial testing partner for brand suitability verification on Feed and Reels, Zefr has been instrumental in developing content-level blocklists.
• Identifying the necessity for more flexible controls, Zefr has enabled brands to move beyond broad content categories, allowing for precise ad placement adjustments.

Custom Publisher Exclusion Lists

• Over the past year, Zefr has assisted clients in creating custom publisher exclusion lists, enhancing brand suitability while unlocking new ad placements.
• These lists have been particularly effective in avoiding misaligned content across various placements, including:
  • Facebook In-stream ads
  • Ads on Facebook Reels
  • Instagram profile ads
  • Audience Network

Real-Time Transparency and Optimization

• Zefr prioritizes transparency and optimization, providing clients with hourly updates for near real-time visibility into campaign performance.
• This capability is crucial for addressing sensitive brand concerns, particularly during breaking news and crisis response scenarios.

Partnering with Industry Leaders

• Zefr's dedication to brand safety has yielded significant results across Meta platforms. For instance, a partnership with a multinational pharmaceutical advertiser resulted in a +6.7% increase in brand suitability by implementing customized publisher blocklists.
• This collaboration underscores the effectiveness of Zefr's AI-powered exclusion technology alongside Meta's native platform controls in protecting brands while enhancing performance.

Commitment to Brand Safety and Suitability

Zefr remains committed to assisting advertisers in navigating the complex landscape of content adjacency on platforms like Facebook and Instagram. By continuously expanding partnerships and innovating capabilities, Zefr empowers brands to achieve greater control and precision over their advertising environments. As Meta implements further updates to its suitability controls, Zefr will continue to deliver best-in-class solutions to protect clients' brands across all placements.