Tuesday, April 21, 2020

Zefr Selected For Expanded YouTube Program

Los Angeles-based Zefr, which develops software used by brands advertising on YouTube, says it has been selected for an expanded YouTube Measurement Program (YTMP). The company said the selection for participating in the program are linked to the company's recently expansion of its Context DMP product to support 20 languages, including Spanish and Japanese. The company's software lets marketers target viewers based on their content preferences; the software uses machine learning and artificial intelligence to capture the nuances of videos, rather than traditional use of keywords and text analysis. The company's systems--which use both machine learning and human input--provide "nuanced, video-level" contextual targeting for its clients, according to to co-CEO Rich Raddon.