IPG and Zefr Combat Social Media Misinformation Through Innovative Solutions

IPG Mediabrands and Zefr Extend Relationship to Combat Misinformation

IPG Mediabrands and data platform company Zefr are teaming up to help brands steer clear of misinformation on social media platforms. This collaboration aims to ensure that campaigns are not tainted by false information.

Mediabrands clients now have access to Zefr's personalized pre-campaign Media Responsibility Profiles. These customized dashboards assist in avoiding user-generated misinformation, while custom video algorithms enhance responsible artificial intelligence in programmatic video.

IPG performance unit Kinesso is behind these efforts. The initiative highlights the risks of ads appearing alongside misinformation, a growing concern for marketers during a divisive election cycle and the emergence of generative artificial intelligence (AI) and deepfakes.

Brand Reputation at Risk

Despite ongoing concerns about brand safety on social media platforms, ad spending continues to increase. Magna and Zefr are highlighting the impact of misinformation on a brand's reputation. This initiative is part of IPG's Media for Good campaign, which aims to promote brand safety, media responsibility, marketplace equity, and sustainability.

Marketers are getting ready for a highly anticipated election season, with concerns revolving around generative AI and deepfakes. Social media is a major focus for IPG and Zefr's new tools, as it is at the forefront of brand safety concerns for many marketers. TikTok has recently introduced new controls to address these concerns, and Hyundai has paused ads on X, the platform previously known as Twitter.

Advertising revenue is projected to increase by 13% this year, driven by the upcoming 2024 political cycle and events like the Olympics. According to the latest ad forecast by IPG-owned agency Magna, social media and short-form digital video are poised to capture a larger share of this market growth compared to other channels.

With the rise in social media investment, brands cannot afford to overlook misinformation. A recent study on social media users found that nearly half, or 47%, believe that a brand's credibility is at risk when its ads are shown alongside misleading content. This association with misinformation not only diminishes the impact of the ads but also results in wasted advertising dollars.

According to a recent report by Magna and Zefr, based on a study involving 2,000 participants in the U.S., the placement of ads alongside misinformation can work against a brand's specific missions. For instance, 44% of social media users indicated that they would question a company's commitment to sustainability if its ads were displayed next to environmental misinformation. While users can easily identify political and AI-generated misinformation as false, they have a harder time detecting science-related misinformation. Therefore, advertisers need to be extra cautious when considering placements in such contexts.

Editor's P/S:

The collaboration between IPG Mediabrands and Zefr is a significant step towards addressing the growing concern of misinformation in the digital advertising landscape. Misinformation poses a serious threat to brand reputation, as it can erode consumer trust and undermine marketing campaigns. The Media Responsibility Profiles and custom video algorithms provided by Zefr empower brands to avoid user-generated misinformation and ensure responsible placements.

With the upcoming election cycle and the emergence of generative AI, it is crucial for marketers to prioritize brand safety and media responsibility. The initiative by IPG and Zefr highlights the importance of collaboration between agencies and technology providers to combat misinformation and protect brand integrity. By investing in tools and strategies that mitigate the risks associated with misinformation, brands can safeguard their reputation, maximize the impact of their advertising campaigns, and contribute to a more trustworthy and responsible digital advertising ecosystem.