Zefr launches Brand Safety and Suitability Reporting (BSRP) on YouTube, Providing Advertisers With Third-

Zefr's measurement product on YouTube reinforces the industry commitment towards media responsibility

LOS ANGELES, Oct. 31, 2022 /PRNewswire/ -- Zefr announced the general availability of its brand safety and suitability reporting product on YouTube for North America, for campaign measurement with full mapping to the Global Alliance of Responsible Media (GARM) framework. As part of YouTube's BSRP program, clients will gain access to Zefr's measurement via Google Ads Data Hub (ADH) for additional transparency into their content adjacencies on YouTube.

This announcement comes on the heels of the three-year anniversary of the GARM, which has laid out clear policies and definitions for brand safety and brand suitability categories for platforms, brands, and agencies. YouTube was the first platform to achieve MRC accreditation for content level brand safety, and recently announced achieving that milestone for the second straight year.

Kudos to YouTube and Zefr for their constant innovation and collaboration in providing transparency to advertisers, aligned with the GARM safety and suitability framework, said Rob Rakowitz, Initiative Lead, GARM. The work of media responsibility is never over, and this product enables a more responsible media ecosystem for users and advertisers.