Zefr Selected By Meta as First Partner for Feed Verification

After an extensive selection process, Meta has selected Zefr as the first partner to provide independent reporting on the context in which ads appear on Facebook Feed.

Zefr and Meta will work together to develop a solution to measure and verify the suitability of adjacent content to ads in Feed starting with small scale testing in the third quarter of this year and have limited availability in the fourth quarter.

“We are thrilled to partner with Zefr to develop the first verification product for brand suitability in the Feed. Responsible marketing and transparency is a key priority for our advertising partners, and this product development marks an important step towards additional advertiser transparency,” said Samantha Stetson, VP of Industry Relations and Client Council, Meta.

This selection by Meta signals a larger evolution of the brand safety and suitability category towards more transparent and accurate measurement on social platforms, tied to the emerging importance of the Global Alliance of Responsible Media (GARM)’s objective definition.

“The future of the ad industry is transparent and accurate measurement for brand safety and suitability in complex environments, based on the GARM standards,” said Richard Raddon, co-founder and co-CEO of Zefr. “Zefr is thrilled to partner with Meta to develop the first suitability measurement product for Feed, giving advertisers deeper transparency into their content adjacencies across Meta.”

Zefr will apply its Cognition AI machine learning engine to the Facebook Feed for the first time to provide advertisers with suitability reporting on their content adjacencies, tied to the GARM framework.

“Accurate verification for brand suitability is critical for our clients, and the entire responsible marketing ecosystem,” said Ben Hovaness, SVP of Marketplace Intelligence at Omnicom Group. “With Zefr now providing the first Facebook Feed brand suitability reporting, we’re marking a significant step forward in improving transparency for all advertisers.”

This announcement comes on the heels of Zefr and TikTok’s brand safety and suitability measurement product, released in North America and Europe in late January, and Zefr’s selection as a Brand Safety Reporting partner on YouTube.

Read more about the partnership here.