IPG Mediabrands and Zefr work together on brand safety

The partnership will help deliver tools that help brands avoid misinformation online in priority areas including politics, climate change, artificial intelligence (AI) and healthcare.

The tools will draw on research from IPG Mediabrands’ media intelligence and investment unit Magna and will be operated by technology-led performance unit Kinesso.

Among the Zefr features included are custom video algorithms, pre-campaign video responsibility to use AI to block unsuitable categories for advertising, and customised dashboards for sensitive content.

Dani Benowitz, US and global president at Magna, said: “Helping our clients to protect their brands while reaching their audiences through the most effective channels is core to the work we do as their agency partners.

“By engaging in specialised partnerships like this with Zefr, we are ensuring our clients have access not only to our in-house expertise, but also to the best tools and capabilities the industry has to offer, so their media investments are strategic and made with relevant, high industry standards in mind.”

Andrew Serby, chief commercial officer at Zefr, added: “At Zefr, we have been proactive in tackling misinformation across walled gardens, combining advanced AI for multi-media with global fact-checking networks.

“Together, we are accelerating the fight against misinformation across walled gardens, applying media responsibility to client investment around the world.”