DoubleVerify vs Zefr:Which is more popular?
In September 2026, DoubleVerify had more branded searches than Zefr among brand safety platforms worldwide. DoubleVerify had about 8,100 branded searches, while Zefr had 2,400. DoubleVerify made up 31.6% of all brand safety platform searches we track, and Zefr accounted for 9.4%. When we asked ChatGPT and Google AI Overviews about brand safety platforms, DoubleVerify and Zefr each appeared in four of the five answers. DoubleVerify was mentioned before Zefr in four out of five answers.
Who do people search for more?
DoubleVerify, about 3 searches for every 1 for Zefr
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
DoubleVerify, named ahead of Zefr in 4 of 5 answers
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Top brand safety platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, DoubleVerify and Zefr were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. DoubleVerify was listed before Zefr in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Integral Ad Science1st- DoubleVerify2nd
Zefr3rd
HUMAN Security4th
Channel Factory5th
Pixalate6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Integral Ad Science5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- DoubleVerify4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Zefr4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- HUMAN Security2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Channel Factory2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Pixalate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about brand safety platforms
5 answers
Asked ChatGPT
“Which brand safety platform should I use?”
Asked ChatGPT
“What are the best brand safety platforms?”
Asked ChatGPT
“What's the best brand safety platform for ad placement checks?”
Searched Google, AI Overview
“brand safety platforms”
Searched Google, AI Overview
“brand safety tool”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is DoubleVerify or Zefr more popular in search?
This chart shows how often people search Google for DoubleVerify and Zefr by name. Each line represents a brand's share of searches for all six brand safety platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for DoubleVerify, Zefr. The figures are in the table below the chart.
View monthly share of searches table
| Month | DoubleVerify | HUMAN Security | Channel Factory | Integral Ad Science | Zefr | Pixalate |
|---|---|---|---|---|---|---|
| Oct 2025 | 33.1% | 22.2% | 12.1% | 18.1% | 7.9% | 6.6% |
| Nov 2025 | 30.8% | 25.3% | 13.7% | 16.8% | 7.5% | 5.9% |
| Dec 2025 | 32.6% | 21.8% | 11.7% | 17.7% | 9.7% | 6.4% |
| Jan 2026 | 31.8% | 21.2% | 14.1% | 17.4% | 9.3% | 6.1% |
| Feb 2026 | 32.3% | 21.6% | 14.4% | 17.6% | 7.8% | 6.2% |
| Mar 2026 | 31.8% | 21.2% | 14.1% | 17.4% | 9.3% | 6.1% |
| Apr 2026 | 32.3% | 21.6% | 14.4% | 17.6% | 7.8% | 6.2% |
| May 2026 | 34.7% | 23.2% | 12.6% | 15.4% | 8.4% | 5.6% |
| Jun 2026 | 36.3% | 19.8% | 13.2% | 16.1% | 8.8% | 5.9% |
| Jul 2026 | 36.3% | 19.8% | 13.2% | 16.1% | 8.8% | 5.9% |
| Aug 2026 | 45.9% | 20.5% | 9% | 13.7% | 5.9% | 5% |
| Sep 2026 | 31.6% | 25.8% | 14.1% | 14.1% | 9.4% | 5.1% |
How has the DoubleVerify and Zefr comparison changed over the last 12 months?
3 findings
- DoubleVerify was ahead of Zefr in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DoubleVerify’s share of searches among brand safety platforms worldwide moved from 33.1% to 31.6%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
- Across the 12 months ending September 2026, Zefr’s share of searches among brand safety platforms worldwide moved from 7.9% to 9.4%, and its estimated monthly branded searches moved from 2.9K to 2.4K.
How did search popularity change for brand safety platforms worldwide in September 2026?
2 changes
In September 2026, Zefr gained share of searches among brand safety platforms worldwide, from 5.9% to 9.4%.
In September 2026, DoubleVerify lost share of searches among brand safety platforms worldwide, from 45.9% to 31.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using DoubleVerify’s and Zefr’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
DoubleVerify
1 branded search term
- doubleverify
Zefr
1 branded search term
- zefr
Other head-to-heads among brand safety platforms
- DoubleVerify vs HUMAN Security: compare popularity
- DoubleVerify vs Channel Factory: compare popularity
- DoubleVerify vs Integral Ad Science: compare popularity
- HUMAN Security vs Channel Factory: compare popularity
- HUMAN Security vs Integral Ad Science: compare popularity
- HUMAN Security vs Zefr: compare popularity
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