Zefr and Meta collaborate on Reels advertising analysis

The tools will allow users to get greater transparency on their content adjacencies on Reels, as well as explore reach opportunities and engage with audiences.

Zefr has collaborated with both Meta and the Global Alliance for Responsible Media to make sure the advertising-adjacent content tools meet safety and suitability standards.

The brand suitability verification solution for Reels also provides advertisers with an Atrium dashboard, showcasing content-level examples, risk levels and impression data, and categorising content based on risk level.

Richard Raddon, co-founder and co-chief executive at Zefr, said: “As we look to the future of the digital landscape, we’re ensuring our global brand partners receive unparalleled transparency and reporting across the world’s largest social platforms.

“Our collaboration with Meta in developing this independent, AI-powered solution for Reels underscores our commitment in evolving the responsible marketing landscape.”

Samantha Stetson, vice-president, client council and industry trade relations at Meta, said: “Working with partners like Zefr has been instrumental in providing advertisers with critical brand suitability solutions like third party verification.

“Our cross-industry efforts represent significant progress in our broader brand safety and suitability efforts, offering advertisers both control and transparency on the suitability of their campaigns – and we are thrilled to now offer these solutions on such Reels, an important and growing placement for clients.”