{"id":9345,"date":"2022-07-20T17:02:58","date_gmt":"2022-07-20T17:02:58","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/zefr-acquires-adverif-ai-to-identify-misinformation-on-social-platforms\/"},"modified":"2022-07-20T17:02:58","modified_gmt":"2022-07-20T17:02:58","slug":"zefr-acquires-adverif-ai-to-identify-misinformation-on-social-platforms","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/zefr-acquires-adverif-ai-to-identify-misinformation-on-social-platforms\/","title":{"rendered":"Zefr Acquires Adverif.ai to Identify Misinformation on Social Platforms"},"content":{"rendered":"

Brand safety ad-tech firm Zefr is buying Adverif.ai, an Israeli artificial intelligence company that uses tech to identify misinformation, the companies announced today. Terms of the deal were not disclosed.<\/p>\n

…<\/p>\n

Joshua Lowcock, global chief media officer at UM Worldwide, said the tech would be particularly useful if ad buyers can transact against it, especially because Zefr was\u00a0recently<\/a>\u00a0named a brand suitability partner of TikTok and\u00a0selected<\/a>\u00a0by Meta to build a brand suitability product for the Facebook Feed.<\/p>\n

\u201cTo buy against\u00a0[Adverif.ai] and use it as filters and controls on TikTok and Facebook. That\u2019s the dream,\u201d Lowcock said, noting it is much more difficult to monitor brand safety in walled gardens than on the open web. \u201cWe\u2019d have some sense that we\u2019re not monetizing disinformation.\u201d<\/p>\n

\u00a0<\/p>\n

Read more on Adweek<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Brand safety ad-tech firm Zefr is buying Adverif.ai, an Israeli artificial intelligence company that uses tech to identify misinformation, the companies announced today. Terms of the deal were not disclosed. … Joshua Lowcock, global chief media officer at UM Worldwide, said the tech would be particularly useful if ad buyers can transact against it, especially […]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9345","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nZefr Acquires Adverif.ai to Identify Misinformation on Social Platforms - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/zefr-acquires-adverif-ai-to-identify-misinformation-on-social-platforms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zefr Acquires Adverif.ai to Identify Misinformation on Social Platforms - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Brand safety ad-tech firm Zefr is buying Adverif.ai, an Israeli artificial intelligence company that uses tech to identify misinformation, the companies announced today. 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