Zefr, a leader in AI-powered responsibility across walled gardens, announced the launch of Opti, a new solution designed to help brands maintain control over media costs while maximizing the performance of YouTube Demand Gen and Performance Max campaigns.

Opti arrives ahead of YouTube’s August 17 changes to target bid optimization. It is designed to help advertisers running lower-funnel and conversion-focused campaigns minimize potential bidding friction and cost inflation as auction dynamics evolve.

“YouTube is successfully moving down the funnel for advertisers, and Demand Gen and Performance Max are critical parts of the performance mix,” said Jonathan Berke, Senior Vice President, Platform Development, Zefr. “With Opti, advertisers can continue to take advantage of these campaign types while managing the potential impact of changing auction dynamics on efficiency.”

As marketers place greater emphasis on performance and return on investment, YouTube has evolved from primarily a TV alternative into a powerful performance engine. Demand Gen and Performance Max campaigns are central to that evolution, helping advertisers generate measurable results across the customer journey.

Zefr’s brand suitability intelligence has already helped advertisers confidently expand their investment across YouTube. Opti builds on that foundation by bringing greater control and confidence to advertisers’ bidding strategies as the platform’s auction model changes.

As a privately held AI company focused on maximizing advertising effectiveness within walled gardens, Zefr developed Opti in direct response to Google’s recent update to target bid optimization.

Opti is available immediately to all Zefr customers worldwide for YouTube activations. It is also available to advertisers evaluating Demand Gen and Performance Max campaigns who want to align brand suitability with performance and efficiency goals.

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