Meta has announced a new collaboration with Zefr, a brand compatibility platform, to help advertisers ensure that their advertisements don’t show alongside potentially objectionable content, as determined by their own concerns.
Zefr, which has worked on similar projects with TikTok and YouTube, uses advanced AI identification systems to provide accurate and customized brand safety solution. According to Meta, The partnership will help the company develop better systems to ensure brand safety, while still maximizing ad opportunity.
Meta also mentions that it’s working on internal suitability controls to provide advertisers more control over where their ads are displayed.
