Zefr, a global leader in brand suitability technology, announced the launch of its Pre-Screen Exclusion List Solution for Google’s Search Partner Network (SPN). This AI-powered tool enables advertisers to pre-screen and exclude domains across SPN inventory, ensuring campaigns align with industry-standard brand safety and suitability guidelines before impressions are served.
Launched May 8, 2025, by Zefr in Los Angeles.
Offers pre-impression domain validation for Google’s SPN.
Uses AI and human-in-the-loop classification for customized exclusion lists.
Supports Search, Standard Shopping, Apps, and Performance Max campaigns.
Provides weekly updates for continuous transparency.
Complements Google’s existing brand safety protections.
Zefr’s Pre-Screen Exclusion List Solution, detailed in a May 8, 2025, press release, addresses advertisers’ need for transparency in Google’s SPN, which includes third-party search-related websites and apps. “Brand safety is not just about reacting after the fact—it’s about putting proactive controls in place,” said Richard Raddon, Co-Founder & Co-CEO of Zefr. The solution uses advanced AI and human-in-the-loop processes to verify SPN domains weekly, creating tailored exclusion lists based on industry standards and brand-specific risk tolerances.
This capability supports campaign types like Search, Standard Shopping, Apps, and Performance Max, complementing Google’s built-in protections. By validating domains pre-impression, Zefr empowers advertisers to avoid unsuitable placements, enhancing campaign confidence and ROI.
Independent Validation: Pre-screens SPN domains using trusted third-party verification.
Industry-Aligned Classification: Aligns with 12 global brand safety standards, including GARM frameworks.
Customizable Exclusion Lists: Tailors exclusions to individual brand preferences.
Weekly Refresh: Updates domain lists weekly for ongoing control.
Scalable Integration: Seamlessly applies to multiple SPN campaign types.
The launch follows a 2023 Adalytics report highlighting SPN vulnerabilities, such as ads appearing on pirated or sanctioned sites, prompting Google to enhance transparency in 2024. Zefr’s solution aligns with 2025’s focus on pre-bid safety, competing with DoubleVerify and Integral Ad Science (IAS), which also launched SPN pre-screen tools on May 8, 2025. Unlike competitors, Zefr emphasizes its social platform expertise, extending its AI-driven suitability model to search.
Posts on X reflect positive sentiment, with users noting the solution’s potential to restore trust in SPN campaigns, though some highlight implementation costs as a concern. These sentiments remain inconclusive but indicate engagement.
Zefr’s solution addresses the $20 billion annual loss from unsafe ad placements, per a 2024 IAB report, by offering proactive control. Trusted by brands like PepsiCo and Unilever, Zefr’s platform processes over 5 billion content types daily, reinforcing its credibility. The SPN tool builds on Zefr’s partnerships with YouTube, TikTok, and Snapchat, expanding its footprint in digital advertising.
Advertisers can explore the solution at zefr.com or contact ai@zefr.com for demos. As digital ad complexity grows, Zefr’s pre-screen tool could set a new standard for brand safety, particularly for performance-driven campaigns.
Zefr is the leader in AI-powered content classifications for brands and advertisers. Zefr's platform is purpose built for multi-modal content understanding on open platforms like YouTube, TikTok, Meta and Snap, with pre-bid activation and verification solutions. Our products safeguard media and AI investments, while maximizing performance and efficacy on those channels.
Headquartered in Los Angeles with global offices across New York, Chicago, London, Toronto, Singapore, and more, Zefr is redefining what trust and transparency means for social media in the age of AI.
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