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.

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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 recently named a brand suitability partner of TikTok and selected by Meta to build a brand suitability product for the Facebook Feed.

“To buy against [Adverif.ai] and use it as filters and controls on TikTok and Facebook. That’s the dream,” Lowcock said, noting it is much more difficult to monitor brand safety in walled gardens than on the open web. “We’d have some sense that we’re not monetizing disinformation.”

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