Zefr Expands Brand Safety and Media Quality Measurement

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Zefr, the provider of AI-powered brand safety and suitability solutions for walled garden environments, has announced the expansion of its verification coverage to include CapCut and broaden media quality measurement across the TikTok ecosystem. 

Advertisers can now access Brand Safety, Brand Suitability, Viewability, and Invalid Traffic (IVT) measurement across CapCut, TikTok’s TopView, and expanded measurement for TikTok Image Ads, TikTok Search Ads and Brand Auction campaigns.

As advertisers expand beyond traditional social feeds into creator tools, premium placements and discovery experiences, they need consistent visibility into media quality wherever campaigns run. 

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With this launch, Zefr extends independent verification across more of CapCut and TikTok’s ecosystem, helping brands make more informed media investment decisions.

“Social media today extends far beyond a platform’s core feed,” said Richard Raddon, Co-Founder and Co-CEO of Zefr.

“As advertisers invest across new environments like CapCut and TikTok’s TopView placement, they’re looking for the same transparency and confidence they’ve come to expect elsewhere. That’s exactly what we’re delivering.”

The launch brings Zefr’s media quality measurement to CapCut and TopView, TikTok’s premium full-screen advertising format (advertiser availability is limited to eligibility), expanding verification across some of the fastest-growing consumer experiences.

Zefr is also extending its measurement capabilities to TikTok Image Ads with added carousel support and TikTok Search for Brand Auction campaigns. Advertisers can now measure Search Feed and Search Results Page inventory through Automatic Placements, providing media quality insights across the search experience.