Zefr, the leading contextual data platform for brands and agencies, announced today its integration with IRIS.TV’s Contextual Video Marketplace. With the integration of Zefr’s Human-in-the-loop powered contextual data, marketers, for the first time on the open web, can now use Zefr data to target relevant, brand-safe and suitable video inventory across thousands of IRIS-enabled publishers and billions of monthly video impressions worldwide.
Zefr enables precise, transparent and effective brand safety and suitability solutions for video and was recently named a Brand Safety Reporting Partner for YouTube. Zefr’s products are powered by its patented Human-in-the-Loop process, which combines scaled human cognition with machine learning to understand context. Zefr’s leadership position in brand suitability and safety on scaled platforms like YouTube and Facebook, including alignment with industry-standards like the GARM and the 4A’s Safety and Suitability framework, will now be applied to premium online video publishers and CTV inventory via access through IRIS.TV’s contextual video marketplace.
IRIS.TV’s contextual video marketplace simplifies the complexity and fragmentation of the video ecosystem across CTV and premium digital video by enabling Zefr’s video-level contextual and brand-safety analysis. For the first time, marketers have the transparency to confidently buy CTV and premium video inventory based on the topical nature of every video.
https://www.martechcube.com/zefr-joins-the-iris-tv-contextual-video-marketplace/
Brand safety is an absolute must for marketers moving forward in this politically and economically volatile environment and could even make the difference to staying in business.Brands are now having to pull ads regularly because they appear in inappropriate contexts, with 99% of advertisers concerned about their ads appearing in brand-safe environments.There is good reason for concernStudies have shown ads that appear near negative content result in a 2.8 times reduction in consumers’ intent to associate with these brands.
Additionally, two-thirds of consumers, who previously indicated high purchase intent for a brand, were less likely to buy the brand after being exposed to the same company’s ad appearing with inappropriate content; plus the consumer’s perception of that brand went down by seven times.Contextual targeting: a new layer of brand-safe intelligenceThe good news is, contextual targeting ensures brand safety by analysing content and excluding placement on verticals and content deemed to be unsafe.
Truly effective contextual targeting engines are able to process all types of content that exist on a page, to give true 360-degree guidance as to the page’s semantic meaning.
Good tools allow for more sophisticated approaches than simple keyword matching, and allow marketers to nominate environments they want to include, and importantly, the ones they want to exclude, such as content using hate speech, hyper partisanship, hyper politicalism, racism, toxicity, stereotyping, etc.For instance, solutions such as 4D enable advanced automatic exclusion of these types of signals through exclusive integrations with specialist partners such as Factmata, and other contextual signals can be added to enhance the safety of where an ad appears.
Apart from that you can also target your placements, websites as per your product and services.
A seasoned digital marketing company can plan a result oriented strategy for you.
Learn more: Contextual Advertising: What is it and How it Works
