Zefr & TikTok Expand Brand Safety & Suitability Measurement Through Advanced Controls for Global Advertisers

Zefr, the leader in brand suitability, targeting, and measurement within walled garden environments, announced a significant expansion of its brand safety and suitability measurement product with TikTok. Global advertisers will now have the ability to deploy advanced brand suitability controls, including Category Exclusions and Vertical Sensitivity controls, which will be available through TikTok’s newly released Brand Safety Hub in TikTok Ads Manager

These new capabilities are designed to offer unparalleled protection and customisation for brands advertising on TikTok, ensuring each campaign aligns with their unique brand values and safety and suitability standards.

This announcement builds on Zefr & TikTok’s latest collaboration, announced in September 2023, in which it was announced that Zefr provides video-level signals to inform TikTok Inventory Filter for GARM Suitability optimisations, giving advertisers even further control and transparency when using the TikTok Inventory Filter on campaigns. This collaborative process is representative of an evolution in brand suitability optimisation, giving advertisers deeper controls and transparency.

Through the introduction of Vertical Sensitivity on TikTok, advertisers will now be able to select their vertical and exclude content categories they deem unsuitable, covering 11 brand verticals such as pets, beauty, food, fashion/retail, and more. This control is now available across key markets including the US, UK, Canada, and Australia.

Through Category Exclusions, brands can prevent their ads from appearing next to content categorised under gambling & lotteries, violent video games, combat sports, and youth content, across all TikTok Inventory Filter markets.

“Zefr is committed to innovating in brand safety and suitability across social platforms. The integration of our advanced controls into TikTok’s Brand Safety Hub on TikTok Ads Manager highlight our continuous dedication to innovation and empowering advertisers,” said Rich Raddon, co-founder & co-CEO of Zefr. “This collaboration reflects our joint efforts to set new standards, prioritising the brand suitable alignment of ads with content, while minimising over-blocking and maximising reach for brands.”

Since launching in 2022, Zefr has measured a 99%+ brand safety rate on TikTok based on the GARM floor definitions across global campaigns. Beyond brand safety, this collaboration will further improve the advertiser experience, offering advanced tools and insights that are respectful of both brand values and audience sensitivities. Zefr and TikTok will continue to collaborate on expanding these product features in all regions globally throughout 2024.

For more information check the link here.


Zefr is a contextual data platform that enables brand suitable and precise activation across YouTube and Facebook. The company leverages patented Human-in-the-Loop technology to bring human cognition to scaled contextual advertising, rather than rely...
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