Zefr, Inc. (California, USA, CEO: Richard Raddon, Zach James, hereinafter referred to as ZEFR), a leading brand suitability company in the United States, has developed a brand safety and brand suitability post-test for TikTok in-feed ads. Bid measurement solutions have been deployed in North America (USA, Canada), UK, EU (France, Germany, Italy, Poland, Spain), Latin America (Brazil, Mexico), Middle East, Turkey, and Africa. Recently, we have also started offering it to advertisers in APAC.
TikTok Measurement Solution Overview
Advertisers will be able to:
- Get campaign insights on brand safety and brand suitability for your TikTok campaigns.
- Gain peace of mind with confirmation and third-party evaluation that your ads are running adjacent to brand-appropriate video content.
- Prevent brand damage.
- Reduce the risk of brand damage.
- Monitor campaigns on a video-by-video basis and optimize where necessary, while ensuring transparency in risk assessment.
The measurement solution also provides deep insight into campaign risk assessments based on 11 GARM (Global Alliance for Responsible Media) criteria.
In addition, combined with TikTok’s pre-ad first-party inventory filter, it will enable post-campaign measurement, allowing advertisers to access TikTok campaign data in ZEFR’s brand safety and brand suitability dashboards. You will be able to
ZEFR’s machine learning approach is based on data for video analysis accumulated over many years, and is based on video-based analysis and GARM standards instead of traditional text-based channel-based analysis. It is strengthened daily by combining human reviews.
In the future, in Japan as well, we will achieve further optimization of advertising effectiveness by having more advertisers use this measurement solution when implementing advertising campaigns.
Comment from ZEFR Co-Founder and Co-CEO Rich Raddon:
“We are excited to extend our solution for measuring brand safety and suitability in TikTok ad serving to our APAC customers. It will be even better if we can keep abreast of the situation and it will be something that the industry needs going forward.”
ZEFR is a company founded in the U.S. in 2008. It uses large-scale data based on human video reviews and proprietary video analysis technology that uses AI to automatically create a distribution list for each video URL that is effective for advertisers. We provide solutions that enable more effective video ad campaigns by generating them. It is attracting attention as a new method that does not rely on cookies. Many global companies are introducing it for the purpose of improving effectiveness.
In addition, ZEFR has been officially selected as a YouTube Measurement Partner and a Facebook Marketing Partner, and has a high reputation mainly in North America.
■Features of ZEFR
- A next-generation solution that does not use personal information or cookies, realizing “contextual targeting” in video ads that controls the placement destination in conjunction with the content
- In recent years, there has been an increase in content on video platforms that is difficult for advertisers to connect to after viewing ads, and content that is far from the brand image sought by advertisers. Reduce shots and improve performance of video ad campaigns
- Ensure brand safety by distributing to a whitelist analyzed by video URL unit
■ ZEFR original technology
- Enables access to large-scale data about videos on the platform, extracts only content suitable for ad delivery, and builds its own premium inventory
- Achieving high-precision automatic discrimination through our proprietary video analysis technology that uses large-scale data and AI based on video reviews by humans
- Automatically generate a distribution list for each video URL according to the brand image desired by the advertiser, and update it dynamically during the distribution period.
-About TikTok for Business-
TikTok for Business is a platform that realizes marketing solutions. By naturally connecting companies/brands with audiences who are looking for new interests and concerns, we have achieved communication that transcends the traditional framework of advertising. From awareness expansion to customer acquisition, we will help you solve business problems in various funnels.