Zefr promises brand safety on TikTok with new AI offering

Brand suitability firm Zefr introduced it has partnered with TikTok to offer entrepreneurs with brand safety and brand suitability measurement for in-feed adverts on the short-form video app. The product is obtainable for TikTok advertisers within the U.S., Canada, U.Ok. and EU.

Using a patented Cognition AI machine studying engine, this new offering goals at offering unbiased, video-level verification of the content material on TikTok that seems side-by-side with adverts, giving entrepreneurs a greater deal with on the context surrounding adverts. Zefr gives similar brand safety capabilities for advertisers on Facebook, in addition to on YouTube.

The classes with which Zefr measures brand safety and suitability are aligned with these from the Global Alliance of Responsible Media (GARM). That signifies that insights and marketing campaign analytics from Zefr map again to every of the 11 GARM classes.

Read more: Optimizing for TikTok with challenges and influencers

Zefr’s Cognition AI engine brings collectively audio, textual content and video frame-by-frame evaluation, mixed with human evaluation and moderation from the Zefr group.

Why we care. The progress and scale of TikTok, which reached 1 billion active users in 2021, makes the platform an vital channel that entrepreneurs can’t overlook. That identical speedy progress additionally poses dangers to brand safety and challenges to measurement with so many new customers and content material creators rising on TikTok.

About The Author

Chris Wood attracts on over 15 years of reporting expertise as a B2B editor and journalist. At DMN, he served as affiliate editor, offering unique evaluation on the evolving advertising and marketing tech panorama. He has interviewed leaders in tech and coverage, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama because the nation’s first federal CIO. He is particularly concerned about how new applied sciences, together with voice and blockchain, are disrupting the advertising and marketing world as we all know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in trade trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has additionally written for KIRKUS, and contributes fiction, criticism and poetry to a number of main ebook blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.