Zefr, the leading contextual data platform for brands and agencies, announced today its integration with IRIS.TV’s Contextual Video Marketplace. With the integration of Zefr’s Human-in-the-loop powered contextual data, marketers, for the first time on the open web, can now use Zefr data to target relevant, brand-safe and suitable video inventory across thousands of IRIS-enabled publishers and billions of monthly video impressions worldwide.

Zefr enables precise, transparent and effective brand safety and suitability solutions for video and was recently named a Brand Safety Reporting Partner for YouTube. Zefr’s products are powered by its patented Human-in-the-Loop process, which combines scaled human cognition with machine learning to understand context. Zefr’s leadership position in brand suitability and safety on scaled platforms like YouTube and Facebook, including alignment with industry-standards like the GARM and the 4A’s Safety and Suitability framework, will now be applied to premium online video publishers and CTV inventory via access through IRIS.TV’s contextual video marketplace.

IRIS.TV’s contextual video marketplace simplifies the complexity and fragmentation of the video ecosystem across CTV and premium digital video by enabling Zefr’s video-level contextual and brand-safety analysis. For the first time, marketers have the transparency to confidently buy CTV and premium video inventory based on the topical nature of every video.