MRC Thumbs Up for Zefr's YouTube Analysis

US firm Zefr has received MRC accreditation for its brand safety and suitability labeling and reporting of YouTube video content across screens. The firm is already accredited for third-party viewability reporting on the platform.

Zefr is headquartered in Los Angeles, with offices in cities including New York, Chicago, London, Toronto and Singapore, and delivers independent, standards-based reporting of how ads are viewed and classified on YouTube.

The accreditation by the MRC (Media Rating Council) is the first of its kind for a third-party platform integration, and certifies that Zefr provides 'rigorous standards for valid, reliable and effective safety and suitability classification at the individual content level.' Content-level reporting evaluates individual pieces of video content rather than applying classifications at the channel or publisher level - allowing advertisers to assess the suitability of specific content adjacent to their ads.

Rich Raddon (pictured), co-founder and Co-CEO of Zefr says the news marks 'a watershed moment for Brand Safety.' He explains: 'Historically, many of the industry's challenges stemmed from relying on property-level controls rather than true content-level measurement. Now, advertisers can have greater confidence that content-level safety measurement is robust and accurate. Following YouTube's accreditation of Google Content Level YouTube Brand Safety and Suitability, Zefr is proud to be the first third party Company in this ecosystem to offer this accreditation, alongside MRC-accredited free viewability metrics.'

The accreditation excludes all other Google-YouTube and non-Google properties and content as well as volumetric data reported.

Web site: www.zefr.com .