Zefr has purchased Adverif.ai, an AI company focused on identifying and defunding misinformation.

The deal continues Zefr’s commitment to being a leading technology firm for targeting brand suitability.

“Defunding misinformation is critical for brands, and it requires investment in technology solutions to ensure accuracy and scalability,” said Chris Murphy, SVP of global business development, Zefr. “After diligencing the industry for a year, it became clear that Adverif.ai’s AI and tech-led approach was uniquely equipped to bring a scalable, unbiased and data-driven lens to the topic and seamlessly integrate with our existing platform, Cognition AI.”