• by Colin Kirkland , Yesterday

Brand suitability service Zefr, which is used by leading social media platforms like YouTube, Meta, and Snapchat, is officially expanding its brand safety, suitability, viewability, and IVT measurement to TikTok's Search, Smart+, and TikTok Lite offerings.

According to a recent statement, advertisers can now leverage Zefr's AI-powered suitability platform to measure brand safety and viewability across TikTok's Search Feed and Search Results Page via Search Ads Campaigns and Automatic Search placements for traffic and performance objectives.

Advertisers running upper and mid-funnel campaigns can also use Zefr to confirm that automated delivery meets their safety standards when utilizing TikTok's upgraded campaign creation experience for Brand and Smart+ Traffic objectives -- a unified buying flow for brand and traffic objectives.

In addition, via Zefr's expansion, advertisers in the U.S. can access incremental audiences through TikTok Lite, the platform's stripped-down extension of the main TikTok app designed for mobile performance.

“TikTok continues to innovate at a rapid pace,” says Rich Raddon, co-founder and co-CEO at Zefr, a company Raddon says wants to help brands receive independent verification that keeps pace with that innovation.

TikTok and Zefr first partnered in 2023, when the social media platform named several third-party suitability and measurement services to offer marketing solutions to ad partners. Prior to these extended offerings, TikTok also partnered with Zefr to provide measurement capability for advertisers concerned about their campaigns showing up beside misinformation

Zefr's extended coverage is currently available within TikTok Ads Manager.