We are extremely proud to announce that TrustedOut is now available to buyers through the Xandr platform.
Through this collaboration, marketers and agencies using Xandr’s strategic buying platform, Xandr Invest, will have access to unique and granular contextual targeting capabilities that will allow them to bring intelligence to their campaigns.
Xandr, ex. AppNexus, is AT&T’s advanced advertising company, provides an advanced buy-side and sell-side advertising technology enabling buyers and sellers to access and trade premium inventory in a trusted and streamlined environments.
TrustedOut through ‘Corpus Intelligence’ enables buyers to identify trusted environments and deliver their contents and their campaigns with uniquely profiled, AI-fed and permanently updated media database.
“Xandr seeks out sophisticated solutions to offer advertisers looking for alternatives to cookie-based solutions for finding valued audiences. We are excited to welcome TrustedOut as a technological collaboration on our platform and have them contribute to increased contextual targeting capabilities for Xandr customers,” says Paul-Antoine Strullu, VP & Managing Director, Southern Europe at Xandr
“This partnership with a global leader such as Xandr is a fantastic milestone for TrustedOut. We could not be more excited to partner with Xandr to bring contextual targeting technology to another level!” adds Freddy Mini, TrustedOut’s President and co-founder.
TrustedOut’s Solutions for Online Advertising
1. Brand Safety: What we are fixing:
How can we make sure a Brand is totally safe?
A major issue. Brands take years to build and can be detroyed in a moment. To avoid having your brand displayed in an unsafe environment, the brand must define what is safe and build a whitelist accordingly.
How we are fixing it:
Build and Manage your Whitelist with your definition of what is safe for your Brand.
Create a Corpus corresponding to the media profiles safe for your brand:
For a campaign, you are looking for media and sources:
- Widely covering Driving as a Lifestyle during the past Quarter in America
- But not related to Racing, cars or motorbikes
- And without any political orientation
- And not perceived as Fake or Hate news
TrustedOut, at this very moment, found 2,667 media and 6,017 sources. Finding corresponding sources is important to laser target part of a media. Click on [Get] to have a look at the list. You can always fine tune the list with more conditions…
Ready? click on [Download] and [Media (CSV)] to download your whitelist.
You can also [Connect] with your DSP so updates on the list get sync’ed with your DSP.
Bottom line: The whitelist is made of media profiles you select.
2. End of Cookies: What we are fixing:
How to target audience in absence of cookies?
Following Apple, Google has announced the end of cookies, and context, which means targeting will no longer be done using these classic methods.
How we are fixing it:
Grab Intelligence from the targeted article’s classifications.
Without insights from cookies, most of the intelligence resides in the article where the ad might be placed and its URL.
From the previous corpus, you can visualize how articles from a source are classified.
For example here, from the Media “InsideEVs”, we have for the source “InsideEVs – Features” the following articles:
The URL indicates the source (feed) which is also profiled giving even more intelligence on the article.
Furthermore, Classifications of an article not only detect editorial orientations not dependent on the presence or absence of keywords but those classifications also evolve over time. Meaning what is perceived in a way at publishing time, might be perceived in a different way later… This is a unique guarantee ad targeting, and thus Brand Safety, will remain relevant and secure over time.
Read Classification vs Keywords to understand the huge benefits of Editorial Orientations AND the evolution of classification over time.
3. Reporting laws: What we are fixing:
How to deal with government reporting laws such as the Avia law?
- First France and, according to the Guardian, other countries will follow, Brands will have to display, on a monthly basis, sites where they bought advertising. A way to show who finances who.
How we are fixing it:
Report Media with their profile made by TrustedOut. AI-Powered. Unbiased, Universal and always Up-to-date.
- Reporting laws, such as the “Avia law” in France are explained here:
- To follow up on previous example above, a brand advertising on “Inside EVs” could link to this TrustedOut Media Profile
This Solution is also available here.