We are delighted to introduce within our Customer User Interface, a new feature coming from the feedback we’ve collected:
“How to get a daily report on the Corpus I’m using for an ad campaign or analytics on a product launch?”, “I want to share this report with my management, so no learning curve, must be straight forward”
Well, here it is. In the Customer UI, there is a new “Report” button. At any time you can get a PDF of what your Corpus is made of and share it amongst your team or/and client for review or approval.
Brand Safety Surveillance.
Let’s take an example: You are running an ad campaign to get traffic to a page. TrustedOut analyzes the destination page and build the following Corpus for this campaign:
Content must be French for France
Media must have covered “Society” AND talk about “Digital Life” over the past quarter to get stable classifications
Corpus looks like this:
A click on the “Report” button will give you this PDF:
Fine tuning your Corpus to get the desired Report
At all time you can tweak your Corpus to correct things you don’t like in the Report.
For example, page 29 shows:
… and you don’t want:
You can tolerate Politics but don’t want Far Right, nor Far Left
You’re ok with Religions and Humorous/Satirical
Then, change your Corpus definition to:
Next: Connect your Corpus to your DSP. (Spoiler alert: Blog post coming soon :))
Analytics Perimeters Watch
Controlling and sharing the Corpus you use for your analytics is critical.
After all, trusting decisions you are going to make impose to share the content you use to make your analytics and thus the decisions from those.
(reminder: the name TrustedOut comes from “If it’s not Trusted In, it cannot be Trusted Out”)
To pursue with our example above, the Report shows on page 9 the trends of your Corpus over time:
Now, say you don’t want to use, for any reason, media talking about Preschool and Primary Schools:
Simply change your Corpus definition with the addition line:
And now, Trends look like this:
Get management and clients involved by sharing Corpuses!
“Contextual relevance is preferred across all verticals
When shown articles representing different verticals, consumers were consistent: they always preferred contextual relevance. Across the board, consumers paired the advertisements they prefer with articles categorized in the same content vertical.”
The picture above shows the majority of consumers prefers to have ads relevant to the content where they are inserted.
It does make sense to avoid any opposition or distraction from the content.
Profiling makes content relevant.
TrustedOut’s Holistic Profiling works like this:
Which means, not only the content where the ads will be inserted is classified and gauged in expertise but the Perception and the Orientation of the Media of insertion are also gauged.
Ex: How it applies to Entertainment:
No more unmanageable, biased, irrelevant over time keywords
With TrustedOut, Classifications in our taxonomy define a Vertical.
For Entertainment, for example, brand classification “Entertainment & Leisure” comes to mind. But then, why not Information and Communication with its Motion pictures, Online Media, etc… and then why not Culture and Arts with its Arts, Comics, Dance… and then what about content about Eating and Drinking?…
Why it matters?
No dependance of unmanageable, irrelevant over time lists of keywords.
TrustedOut qualifies every piece of content at the moment of use. Expressions and their weight are permanently updated.
An amazing opportunity for greater context relevancy.
In our example above, adjust ad messages to the type of Entertainment. Greater context relevancy, greater approval from the customer!
Relevant… and safe!
Now that context is relevant, but…
… is the publisher of this content spotted as Fake News, Junk Science, Conspiracy Theory, Revisionism or Hate News?
… is the publisher politically oriented? Religiously oriented? Humorous/Satirical?
Say you are looking for Entertainment in the largest sense as shown above but you don’t want publishers spotted with toxic content, not far right or far left and not humorous/satirical. No filter on Religion.
Collaboration went very well and a month later, here’s what we’ve learned about TrustedOut for Xandr:
To make the process totally frictionless, we profile the destination site and use this profiling to build a similar corpus and get the list of media from it. This list of media is then connected to Xandr, as the trusted whitelist.
“…every time a person loads a page on a website that uses real-time bidding advertising, personal data about them are broadcast to tens – or hundreds – of companies. Here is a sample of the personal data broadcast.
● What you are reading or watching
● Your location (OpenRTB also includes full IP address)
● Description of your device
● Unique tracking ID or a “cookie match” to allow advertising technology companies to try to identify you the next time you are seen, so that a long-term profile can be built or consolidated with offline data about you
● Your IP address (depending on the version of “RTB” system)
● Data broker segment ID, if available. This could denote things like your income bracket, age and gender, habits, social media influence, ethnicity, sexual orientation, religion, political leaning, etc. (depending on the version of “RTB” system)”
“We used to read the newspaper, now the news reads us.”
This quote from the Global Editors Network. We strongly encourage you to read the article using the quote as a title and try the section “What happens when you read an article online”. Below is a screenshot for Spiegel.de
1 out of 5 happy for their data to be shared (UK, 2017)
In 2017, GFK was commissioned by IAB Europe (the AdTech industry’s own trade body) to survey 11,000 people across the EU about their attitudes to online media and advertising. GFK reported that only “20% would be happy for their data to be shared with third parties for advertising purposes”. [source]
Finding#1: Removing 3rd party tracking/AdTech and investing in Context increases revenue!
NPO and its sales house, Ster, invested in contextual targeting and testing, and produced vast sales increases even with sites that do not appear to dominate their categories.
Finding#2: “legitimate publishers of all size can increase revenue”. The New York Times example…
On their site, Open.nytimes.com, they wrote: “As of April 2019, we [The New York Times] removed all third-party data controllers from our homepage, section fronts and articles. … This reduced the amount of data we shared with third-party data controllers by over 90 percent. We are working on ways to improve this number…”
Finding#3. “Context is powerful.”
“NPO properties now provide no geotagging, no frequency capping, and no cross device measurement. Despite the absence of these features, extensive testing with advertisers has proven that the ads are effective, and advertisers are spending more with NPO than before.”
As announced in last week post, Holistic Media Profiling is us, Corpus profiles cover the 3 facets: Content & Expertise (taxonomy of what is published), Perception (Spotted as toxic) and Orientation (Political, Religious, Satirical)
A brand new Editorial Trends page.
Visualize how the list of media in your corpus evolved in the past 7 days compared to the past month and the past quarter:
Picture where your brand was exposed
Still work in progress but this page in the report shows if your brand was exposed in a toxic and/or religious and/or Humorous/Satirical environment.
Want to dive into a Spotted area?
From above, you’d like to get the Media spotted as Religious > Christianity?
Simply add the following condition to your Corpus:
… and get the Media list (Media > Get > Download > Media):
Finally, you decide to remove Media spotted in Religious > Christianity, simply add the following condition: