Author: Freddy Mini

CEO & Co-founder

Corpus Reports: Brand Safety Surveillance and Analytics Perimeters Watch.

New: Corpus Reports.
Easy to read, Easy to share.

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:

Click on the button to get the report

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:

  • Toxic content
  • 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!

Questions? Let us know:

contact@trustedout.com

or

 

 

Introducing All periods Expertise for Media and Sources

What Expertise over a period means:

TrustedOut’s AI compares every word and expression of every article in a country with every classification’s bag of words of our taxonomy. (more on our technology here).

As every word in those bags of words has a weight, permanently re-assessed, we are able to compute a level of expertise over a period of time. For “Past week” for example, within all articles profiled over the past 7 days, some have a level of expertise corresponding to, from most expert to least, “Dedicated”, “Specialized, “Covered” or “All”

Different periods mean different Media and Sources

As explained in our Technology page defining a period of profiling means a time sensibility. The shorter the period is the more sensitive to news your Corpus will be. Reverse is true. The longest the period is, the more stable the Corpus will be.

Want them all? Select All Periods.

The list of media and sources your analytics or whitelist as campaigns will be based on might want to combine them all, the most sensitive to news and the most stable over time.

Let’s watch an example:

From the corpus definition above (Eating and Drinking, Specialized, in France):

Specialized, past week:

Hereafter is the Media and Sources export. Green means unique to this period of time.

We can see a lot of Media and Sources unique to this period with a majority of Twitter account belonging to Media showing the sensibility to news we explained above. Those Media twitter accounts have been active over the past 7 days but their weight over a longer period of time, Month and Quarter, doesn’t qualify them as Specialized.

Specialized, past month:

Same for past month here:

Specialized, past quarter:

Same for past quarter here:

By the numbers:

Why it matters:

Depending on your project, analytics or ad campaigns, the sensitivity to news and the depth of expertise mattes. Not only are our profiles updated permanently but your selection allows you to truly get the definition of content you trust… to make decisions you are going to trust.

Questions? Shoot!

Contact us at contactus@trustedout.com

or

3 curation methods to ensure your brand is safe and visible.

3 curation methods for totally safe and broad reach whitelists.

1/ Brand defined context. Got Targets, Get Context.

This first method is straightforward. Define your primary target and get the corresponding media/sources list for your campaign.

Example: You are looking for Music media.

Want to broaden the scope to classifications surrounding Music? Like Shows? And Motion Pictures?

Let’s add:

  • Industries › Information And Communication › Motion Picture And Sound Recording
  • People › Entertainment And Leisure › Show And Performance

You now get 118 Media covering one or another (or 665 if you go lower in Editorial focus)

Instead you want to go more specific? Like Media covering Music AND Shows OR Motion Pictures?

You now get 48 Media covering one AND the two another (or 399 if you go lower in Editorial focus.

2/ Destination profiling for related context. Let your Landing Page make your whitelist.

Looking for a frictionless, no learning curve experience? This method is for you.

TrustedOut will profile your landing page and from it, create the corresponding corpus. Simple as that!

3/ Connex context to primary context. Expand your reach with editorial related Media/Sources.

This method was explained in this post: Discover new media/sources with Related Profiles.

Principle is simple:

1/ Get the primary target. In our example, Music

2/ Find the Top 3 growing classifications over a period of time, say the Past Week

3/ Create a Corpus with those 3 classifications over the same period of time. Voila.

Now you get 2.5x more Media.

In our post, you get 85 new media + the initial 56 = 141 Media. +2.5x more Media

Ready? Get your Deal ID to Connect your Corpus to your Campaign. Voila!

As we wrote here: TrustedOut’s Ad Campaign Curation: Simple, Safe and Permanently Updated.

TrustedOut gives you the deal ID for your Corpus. Once entered your Corpus,  updates will automatically be sync’ed with your DSP.

Questions? Shoot!

contactus@trustedout.com

or

Discover new media/sources with Related Profiles.

Want more Media/Sources?
Introducing Related Profiles.

Let’s take an example: You are looking for Media Specialized in Music in France.

Your Corpus will look like this:

1/ Looking at trends over past month vs past week:

As shown below, Specialized Media in Music have an upward trend on Arts, Motion Picture and Sound Recording and Photo

2/ Let’s create a new Corpus from those 3 related classifications over the Past Week:

Your new corpus will look like this:

Now, let’s have a look at the top Classifications over the Past Week:

Music is #1 despite not being in the Corpus definition.

3. Discovering new media with the same editorial profiles

Left table below shows Media from the initial query (Music), Right table shows the Related Media over the Past Week.

2.5x more Media.

85 new media + the initial 56 = 141 Media. +2.5x more Media

Want to give it a shot? Contact us!

contactus@trustedout.com

or

It was 2020.

Happy new year! For sure, 2020 will be remembered. For this 1st post of the year, we wanted to have a look back at the most popular post of each month:

December.

Watch the content your BI is based on and where your brand is exposed in your ad campaigns.
December 7, 2020

November.

TrustedOut for Xandr: Branding AND Business Performance.
November 23, 2020

October.

3 curation methods to ensure your brand is safe and visible.
October 26, 2020

September.

Corpus Reports: Brand Safety Surveillance and Analytics Perimeters Watch.
September 7, 2020

August.

TrustedOut for Xandr: First results.
August 10, 2020

July.

Introducing the Brand Safety Report
July 27, 2020

June.

Helping Brand Managers address the Football lovers market
June 1, 2020

May.

TrustedOut Benefits. For Advertisers and Publishers. For Brand Managers and Analysts.
May 11, 2020

April.

Coronavirus impact on Brands Trust (and our contribution)
April 13, 2020

March.

Impact on brands? Trust in Business vs Media likely tells political orientation.
March 9, 2020

February.

Solutions for Online Advertising
February 17, 2020

January.

Again, happy 2021!

Want to reach out?

contactus@trustedout.com

or

Keywords vs classifications blacklists for your ad campaigns.

How to avoid some context?
Keywords vs Classifications bans.

Both methods are compatible and serve different purposes.

Keywords bans avoid specific words presence at the page level.

Pros: Very targeted and at the page level. Avoid a competitor brand, a named reference like a city or someone…

Cons: Got to be very specific on those keywords as they do not handle nicknames or synonyms, just to name those two. This generates very long lists to ensure safety and those long lists may be biased, outdated and prevent you from context you might indeed desire.

Classifications bans avoid specific associations to your brand at the Media/Source level.

Pros: No need to worry about new terms as bag of words for a classification are permanently updated. Words/expressions get in and out. Automatically. This is critical if you don’t want some risky associations to your brand.

Cons: This will not work to avoid specific words or brands where keywords ban is a better option.

An example? Want to be associated with Wellness, but not with Disease?

Your brand wants to be exposed in Wellness publication but not those associated with Diseases (like Covid).

For demonstration purposes here, we’ll focus on a small list of publications to easily identify differences.

Corpus will be made of:

  • Media in America and in English
  • Media Taxonomy is Wellness > Specialized > over the past week

This gives us 11 Media.

Now, you want to avoid Media with those 11 that do Cover Diseases. Your corpus becomes:

10 Media left. One is gone which you can look at by changing IS NOT to IS in the Disease condition and find:

Let’s double check with TrustedOut’s profile over the past week:

Want to double check with Google?

Search for site:issaquahreporter.com and then site:issaquahreporter.com covid to see 5 out of the 7 links over the past 7 days are mentioning the word “Covid” (11/7-14/20).

Want to give it a shot? Contact us!

contactus@trustedout.com

or

Holistic Media Profiling is us.

Profiling Content & Expertise + Perception + Orientation

After 2 years of development, we are proud to announce the completion and immediate availability of our holistic media profiling including the 3 facets: Profiling Content & Expertise + Perception + Orientation.

What makes us unique:

Nationwide.

Our goal is to listen to every article every media publishes in every country. At this point, we cover France and the USA but adding a country is just a matter of teaching our AI systems.

Permanently updated. Unbiased. Universal.

Our AI systems always update every classification with new expressions found in a country and a language. It also guarantees the absence of humans biais would introduce and a constant level of competencies on every subject.

Universal and live taxonomy weighting expertise.

The very first profiling we worked on was building a unique universal taxonomy to recognize the editorial focus of a piece of content. Our taxonomy can be connected to another one, like the way an Enterprise organizes its businesses, per industry for example. This allows Enterprise customers to use TrustedOut in their own environment.

Universal, because with our Nationwide total coverage of what is talked about in media our taxonomy had to cover every matter, everything. We did it.

Live, because our AI updates the bags of words that identify a classification and the taxonomy itself is updated.

The use of words or expressions shows the level of expertise in a classification.

Perception.

We believe toxic content, such as fake news, junk sciences… is a perception. For example, what is fake for someone is not for someone else. We are not about fact checking which can also be disputed but instead, we gauge how a media is perceived.

Orientation.

Orientation is the detection of a political, a religious and/or a humoristic/satirical angle. Political detection is either: Negative (no orientation detected), Far left, Left, Right or Far Right. Religion detection is either: Negative, or, in alphabetical order, Buddhism, Christianity, Hinduism, Islam, Judaism. Humoristic/satirical detection is either positive or negative.

Next read:
TrustedOut partners with Xandr to bring new intelligence in targeting capabilities

Questions? Let us know!

Contact us at: contact@trustedout.com

Introducing URL Curation. Feeding BI and AdTech with context they need.

Click on the chart to zoom in

Lowering granularity in content intelligence.

We demoed you don’t have to choose between Brand Safety and Performance in our recent post: TrustedOut for Xandr: Branding AND Business Performance.

From Sources Whitelisting for BI and Domains Whitelisting for AdTech, we’re now offering curation at the URL level.

Delivering URLs your analytics and ad campaigns need. Now.

This lowest level of granularity is now available to Analytics tools for the BI sector and your DSP for the AdTech sector.

Process remains the same, as simple as possible: As shown in the chart above:

  1. Create your Corpus with your definition of content you trust: taxonomy with level of expertise, content from publishers perceived toxic and political, religious or satirical orientations.
  2. Get corresponding URLs delivered to your BI system or your DSP in a timely manner.
  3. Voila.

AdTech test drive: A/B testing with vs without URL Whitelisting.

You now know we love A/B testing 🙂

So did a new one to compare the very same campaign, very same creatives, very same budget. One campaign with TrustedOut URL Curation and one withtout TrustedOut.

Here’s what we noticed:

Budget: Much better Click-Thru-Rate.

Measured CTR is the ratio clicks vs measured impressions. CTR with TrustedOut is significantly better.

Branding: Much better Viewability.

Viewability Rate is the percentage of ads which are actually seen by a user.

Prospects: High profile from huge percentage browsing on mobile.

  • Upper Socio-professionals. (Harris)
  • Greater attention span. (PEW)

Want to give it a shot? Contact us!

contactus@trustedout.com

or

Watch the content your BI is based on and where your brand is exposed in your ad campaigns.

Is the content you base your decision on the one you trust?
Is your brand appearing within sites you trust safe?

To make sure you answer yes to those questions (and more like where is focused your PR effort, are you tracking the right market…), TrustedOut is proud to offer, a posteriori profiling report.

It’s never too late. To know and fix.

As shown in the graphic above:

1/ Get the list of sources/media from your analytics tools and/or your DSP

Simply export the list of sources and/or media used for your analytics or get the list of domains from your DSP or ask your ad agency. This list can be in CSV, XLS or else in text format.

2/ Simply use the new “is in file” condition

New in TrustedOut is the “Files” menu. Upload your CSV or XLS made of your sources/medias as seen in previous step

Add the new condition for “Website”: “is in file” and select your CSV/XLS

3/ Click Report. Voila.

A real example?

Of course, we will keep this example anonymous. The privacy of people who trust us is top priority for us.

From an ad campaign, not using TrustedOut for its curation, we got the CSV file of all domains where a bid was won and thus, the client’s brand was exposed.

The Corpus producing the Report is dead simple but you can use this new filter line to dig into taxonomy, Spotted as, Countries, Languages etc…

Let’s go super simple. 1 line. That is it.:

Again, to keep this example all private, we won’t show the real and full report but here are few pages

Is your brand exposed in editorial focuses you want?

TrustedOut Report shows the editorial evolution of the domains where your brand was exposed.

Of course, the same applies to a list of sources used for your strategic decisions out of your analytics tools.

Is your brand exposed in sites spotted as toxic, political, religious or satirical?

Do you truly knew your brand was exposed there?

In our example, the client didn’t know and didn’t want to be seen on sites perceived as Far left or Far Right.

Well, just to mention one, its brand was on Breitbart. And more…

In the country and language you picked?

Client aimed for France and French.
TrustedOut found only 58.9% were in French and less than half in France.

The Solution: Use TrustedOut to ensure your curation is made of the content you trust.

In the example above, we offered a different whitelist made of media in France and in French, the desired taxonomy, both in expertise level, over a chosen period of time and blocked all toxic and extreme political orientation. We could do more.

Straight forward:

We encourage you to read this post: TrustedOut for Xandr: First results

Want to test drive?

Contact us to see if you qualify for a free report (large ad agency, enterprise, in the US or in France).

or email us at contactus@trustedout.com

Want to know where your brand was exposed in your last ad campaign?

Never too late to know how and where your brand was exposed

For obvious confidentiality, we won’t reveal the client.

Gauging where your brand was exposed is super simple:

1. Get the list of domains where your ad was inserted.

Ask your agency (or trading desk) for the list of all domains where your ads won impressions.

2. Make a corpus of this list.

Simple again: Drag and drop the list of domains in TrustedOut’s “Files” menu and create a corpus with this one condition:

Website > is in file > [name of the list file]

3. Discover insights.

Again, without revealing the Client’s name, we can share few requirements made.

3.1 Toxic content

Very common, Client does not want any association of their brand and publishers perceived as publishing fake news, revisionism…

Well, Brand was exposed in 1 media spotted as publishing Fake News.

3.2 Political Orientation

Very common as well, Client does not want to be exposed in far right or far left wings.

Hum, Brand was exposed on 6 far right and 1 far left politically oriented media.

3.3 Religious Orientation

Client didn’t have requirements here.

For the record, ads were inserted in 7 religiously oriented media.

3.4 Satirical Orientation

Often Client does not want to be linked with humorous or satirical content.

Brand was exposed in 2 media spotted as humorous / satirical

3.5 Taxonomy

Client does not want to be exposed in a Misc News environment.

Too bad, Misc News are the #4 editorial classification in the list of media

3.6 Country and Language

Finally, Client wanted media from France and in French.

Simply add those 2 conditions, France and French and the number of media qualifying moved from 418 (screenshot above) to… 213!

Yes, almost half of the media were not French in France!

Fixing Brand Safety…

As said, it’s never too late. If you don’t want to create your whitelist from a brand new corpus, but prefer keeping a list sent by someone, simply add those mandatory criterions like this:

… and keeping it fixed.

Problem with hand made lists is they don’t update with new media or with media not fitting Client desire anymore or for a period of time. While we cannot update the list given here (unless we create the corresponding Corpus), we can make sure additional conditions seen above are keeping the list up-to-date with all major DSPs (Xandr, Google DV 360, …)

TrustedOut generates a Deal ID accepted by all major DSPs. This ensures, TrustedOut permanent qualifications updates are sync’ed for your campaigns.

Want to try?
Send us your domains list!

As written above, we’ll keep it confidential.

contactus@trustedout.com

or