-Zefr expands TikTok product to offer advertisers eligibility exclusions, in collaboration with TikTok Inventory Filter

LOS ANGELES, Sept. 21, 2023 /PRNewswire/ -- Zefr's global advertising partners can now promote their responsible marketing goals on TikTok in collaboration with the platform's proprietary brand suitability solution, TikTok Inventory Filter. Zefr provides video-level signals to inform TikTok's industry-leading Inventory Filter for GARM eligibility optimizations, giving advertisers even more control and transparency when using TikTok Inventory Filter in campaigns. This collaborative process represents an evolution in brand suitability optimization, an important step forward from excessive blocking of content using legacy approaches such as keyword blocking or static inclusion lists.

Since launching in 2022, Zefr has measured a brand safety rate of over 99% on TikTok based on GARM minimum definitions across all global campaigns. Beyond brand safety, this collaboration will further improve advertisers' confidence in brand suitability, based on each GARM standard definition of brand suitability. Zefr and TikTok will continue to collaborate to expand the features of these products throughout 2023.

This first-to-market innovation is designed to simplify optimizing brand suitability, without compromising scale. Zefr global advertisers can select their preferred pre-bid settings with the TikTok Inventory Filter within TikTok Ads Manager, and the Zefr dashboard provides video-level transparency and reporting on ad ad adjacency, mapped to GARM standards. If Zefr identifies inappropriate content, that content is flagged on TikTok to continually optimize brand appropriateness.

"We're excited to announce Zefr's Suitability Signals are globally available in partnership with TIkTok's Inventory Filters. This innovation marks another important step forward in the industry, providing Zefr's global brands with transparency and optimization based on the GARM suitability standards," said Rich Raddon, Co-Founder

"Continued innovation in brand suitability on TikTok reinforces Zefr's commitment to providing advertisers with a complete view of their brand suitability across platforms, mapped to industry-standard GARM definitions. Zefr's Global Advertisers They can now access and act on their campaigns in all markets where TikTok Inventory Filter is currently available, with coverage in North America, Europe, the Middle East, APAC and LATAM.

Media Contact: Hank Kimhank@m8media.net

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