IPG Mediabrands and Zefr announce first-in-kind agency partnership designed to tackle misinformation and enhance brand safety and suitability for online campaigns. Backed by extensive research data from IPG Mediabrands’ media intelligence and investment unit, MAGNA, and powered by tech-driven performance unit, KINESSO, the new collaboration will deliver campaign solutions that enable brands with the capability to avoid misinformation across social platforms in priority areas including political, climate, healthcare, AI-generated, and brand-specific content. This partnership extends the existing collaboration between IPG Mediabrands and Zefr; and it is aligned to 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.
Zefr and IPG Mediabrands Launch Partnership to Combat Misinformation
