Zefr Makes Brand Safety, Suitability Reporting Generally Available to YouTube Advertisers

Zefr, the global leader in brand suitability technology, this week announced the launch of its new Brand Safety and Suitability Reporting (BSRP) product, now generally available for advertisers on YouTube. The rollout begins for advertisers in North America (US and Canada), with additional markets to be onboarded in the coming quarters.

Through YouTube’s BSRP program, advertisers will gain access to Zefr’s measurement via the Google Ads Data Hub (ADH) dashboard, which will provide additional transparency into their content adjacencies for YouTube in-stream ad campaigns via brand safety and suitability measurement mapped to the Global Alliance for Responsible Media (GARM) framework’s 12 content categories and risk levels, now including misinformation.

This product release is in addition to Zefr’s existing YouTube Measurement Program (“YTMP”) partnership, which covers brand suitability and contextual targeting, and adds additional measurement capabilities for advertisers on the platform.

“Kudos to YouTube and Zefr for their constant innovation and collaboration in providing transparency to advertisers, aligned with the GARM safety and suitability framework,” said Rob Rakowitz, Initiative Lead, GARM. “The work of media responsibility is never over, and this product enables a more responsible media ecosystem for users and advertisers.”

Zefr’s measurement product on YouTube reinforces the industry commitment towards media responsibility.

Learn more about Zefr’s partnership and product release here, or reach out to the Zefr team.