Zefr and IPG Mediabrands join forces to combat misinformation through a new partnership

IPG Mediabrands and Zefr announce an agency partnership aimed at combating misinformation and enhancing brand safety and suitability for online campaigns. Leveraging research data from IPG Mediabrands’ media intelligence and investment unit, MAGNA, and powered by the tech-driven performance unit, KINESSO, this collaboration will provide campaign solutions that empower brands to avoid misinformation across social platforms. Priority areas include political, climate, healthcare, AI-generated, and brand-specific content. This partnership builds upon the existing collaboration between IPG Mediabrands and Zefr, aligning with the agency network’s Media for Good efforts, which focus on driving impact within and outside of its business through Brand Safety, Media Responsibility, Marketplace Equity, and Sustainability.

“Helping our clients to protect their brands while reaching their audiences through the most effective channels is core to the work we do as their agency partners,” said Dani Benowitz, US & Global President, MAGNA. “By engaging in specialized partnerships like this with Zefr, we are ensuring our clients have access not only to our in-house expertise, but also to the best tools and capabilities the industry has to offer, so their media investments are strategic and made with relevant, high industry standards in mind.”

Preview of Zefr’s Capabilities Now Available:

• Pre-Campaign Video Responsibility: Gain access to tailored pre-campaign Media Responsibility Profiles utilizing AI to proactively block unsuitable categories such as Misinformation and GARM High Risk content across social platforms, while maintaining scalability and performance.

• Custom Misinformation Avoidance for UGC: Implement customized dashboards for sensitive categories like the U.S. elections and climate denialism, integrating multi-modal video, image, text, and audio detection to comprehensively avoid misinformation content. This is powered by integrations with global fact-checks, extending beyond publisher or webpage-based analysis.

• Custom Video Algorithms: Enhance responsible AI in programmatic video through the utilization of custom video algorithms. These algorithms apply KINESSO’s brand suitability guidelines to align with campaign-specific outcomes and KPI goals in video content.

The advertising environment is susceptible to misinformation, especially during major cyclical events, resulting in increased ad spend.

In 2024, global ad spend is projected to grow by +7.2%, reaching USD $914 billion. This growth is attributed to economic stabilization, digital innovation, and cyclical events, according to MAGNA’s latest Global Ad Forecast. Most industry verticals are expected to increase their ad spend, with digital pure players, short-form video platforms (+9%), and social platforms (+15%) anticipated to experience significant growth in ad sales and market expansion.

“At Zefr, we have been proactive in tackling misinformation across walled gardens, combining advanced AI for multi-media with global fact-checking networks,” said Andrew Serby, Chief Commercial Officer at Zefr. “IPG’s leadership in combating misinformation for their clients is second to none, and this partnership underscores that commitment towards this critical issue. Together, we are accelerating the fight against misinformation across walled gardens, applying media responsibility to client investment around the world.”

Building on previous research on consumer perceptions of misinformation, the new MAGNA Media Trials and Zefr study “Ads in Misinformation” tested ad effectiveness of standard content (i.e. verified information) against misinformation for brands in the Auto, CPG, Insurance, and Finance industries. The study included more than 2,000 participants, who browsed an in-feed social media experience in a controlled, mobile environment. Each participant was randomly served an ad then surveyed to measure their feedback against brand KPIs and ad adjacency. The study found that advertising next to misinformation led to wasted ad dollars for brands, eroded brand perception, and negatively impacted performance KPIs. And while political and AI-generated “fake news” can be easier to spot, consumers still are critical of brands that advertise next to it.