Author: Freddy Mini

CEO & Co-founder

Do Publisher Brands and Illustrations impact Trustworthiness?

What are the impacts of illustrations and publisher brands on readers trust.

Gallup and Knight Foundation just released first results on their experimental platform to measure the impact on trustworthiness of the presence of an image and/or the name of the source.

We’re sharing our takeaways. We strongly recommend the full document for more details and methodology.

“HIGHLIGHT 1: SOURCE LOWERS GENERAL TRUSTWORTHINESS, IMAGE SHOWS NO EFFECT”

An image is worth a thousand words… but that image does not help trustworthiness.

Even more surprising, and a bit scary, knowing the source of content lower trustworthiness.

The perception of a publisher brand has, overall, a negative impact.

“HIGHLIGHT 2: SOURCE ATTRIBUTION LOWERS TRUSTWORTHINESS FOR ONLY SOME NEWS OUTLETS”

This study picked up those 7 news sites to gauge how their political orientation impacts trustworthiness.

“With the key exception of the The New York Times, the results based on this subset of media outlets suggest source cues decrease general trustworthiness of content carried by news outlets, if they are better known and perceived to have a partisan agenda.”

“HIGHLIGHT 3: PARTISANSHIP DRIVES TRUSTWORTHINESS RATINGS WHEN SOURCE IS SHOWN”

We find here the equivalent to the “echo chamber” effect in Social Networks. Agree with who you already agree.

“Partisans rate news stories as more or less trustworthy depending on whether the source is viewed as sympathetic or hostile to their political preferences.”

““BRAND” AFFECTS PERCEIVED TRUSTWORTHINESS MORE THAN INFORMATION INCLUDED IN AN ARTICLE.”

Sounds like a Catch 22, when you re-read this post, doesn’t it?

Media: Contributing to polarization AND reflective of polarization.

TrustedOut secures your Brand and preserves your Brand Consistency.

Questions? Shoot!

Impact on brands? Trust in Business vs Media likely tells political orientation.

This post is inspired by a PEW Research Center survey and a Journalism article about this survey. We highly recommend reading both.

A split over Business and Media.

Trust Businesses? you’re likely a Republican.

Trust Media? you’re likely a Democrat.

A very interesting look at our polarized views.

Tell me what you read…

Political moderation means Trust moderation.

Unsurprisingly but data proven hereafter:

“In recent years, partisan media divides have grown, largely driven by Republican distrust”

Why it matters to Brands?

As we wrote, Advertisers have a major role on our society.

Internet has a major role on our society.
Advertising has a major role on the Internet

In other words, Advertisers money fuels web sites that have a major role on our Society. We already know the impact on elections, but is it limited to it?

The political role of Advertisers.

Consumers believe brands intentionally place ads

Brands must be careful with where their ads appear as consumers associate the brand with the content around.

Not only for Brand Safety violations but for Political orientations.

“Whitelisting, which only allows ads to be placed in approved environments, may in fact be the best brand safety insurance.” – AdWeek

We have the solution:

Contact us:

Solutions for Business Intelligence

What we are fixing:
Cannot trust what’s out of your BI Tools if you do not trust what’s in.

Business Intelligence is all about juicing data to get insights that will make better, smarter decisions.
You may have the smartest decision makers and have bought the smartest algorithm for your semantic analytics, if you do not rely on the content you analyze, you can not rely on any decisions you’re going to make.

How we are fixing it:
Feed your BI tools with content profile you define.

1. Define what content you are looking for with TrustedOut

For example, you need some insights on American and eating and drinking. Ask TrustOut for:

  • Content in the US
  • Media must be talking about Eating and Drinking
  • but you are looking for the Lifestyle part, not the Industrial part, meaning you want to remove all about Food Processing and Food and Beverage Services.

= TrustedOut found 3,660 media with 9,292 sources

2. Review your Corpus

Next, Click on “Get” and watch Media and Sources Profiles…

 

3. Feed your BI tools

Now, you can “Connect” your list of Media and Sources (the Corpus) with your BI Tools or download in CSV the list. With “Connect”, TrustedOut will keep the list updated within your BI Tools. Watch a demo featuring our partner Digimind:

Demo

This Solution is also available here.

Questions? Let us know!

Introducing How-Tos

Now available, Tutorials to become a TrustedOut Ninja in Minutes!

Note: Of course, you can read those tutorials but you will need to have an account with us to run those Tutorials. Don’t have one? ask us!

Here are the first 4 tutorials available:

1. Get Profiles on a specific Media

  • Get Media Profile
  • Get Source Profile

Read this tutorial

2. Create a Corpus focused on a single Industry

  • Create an Industry Corpus
  • Get taxonomy mapping and Media, Source Profiles
  • Export to DSP, Analytics and Readers
  • Watch latest classifications

Read this tutorial

3. Map your Market with sophisticated taxonomy queries

  • Create an Economy and Enterprise Corpus
  • Remove sources from an undesired taxonomy
  • Expand to sources from another taxonomy

Read this tutorial

4. URL selection to fine-tune your Corpus

  • Create a Lifestyle Corpus
  • Exclude Twitter Sources
  • Only focus on talkative sources
  • Feed your analytics tools with your Corpus

Read this tutorial

Questions? Let us know!

Solutions for Online Advertising

1. Brand Safety | 2. End of Cookies | 3. Reporting Laws

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 sources 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.

Classification vs Keywords

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:

The Political role of Advertisers

    • To follow up on previous example above, a brand advertising on “Inside EVs” could link to this TrustedOut Media Profile

Corpus
 

 

Demo

This Solution is also available here.

Questions? Let us know!

New TrustedOut.com is here.

A new version of TrustedOut.com is now available!

As our technology and commercial offers continue to evolve, posts are no longer enough and we had to update our site as well.

We decided to re-organize our site in 2 groups:

Where, Why, How:
Vision, Benefits, Technology.

Our Vision is to make Trusted Content a utility, so everyone in any organization can tap into content they trust and thus, trust any decisions made  from it. More…

Our Benefits are coming from our AI-Powered Classifications which brings no-biais, always up-to-date universal expertise to profile any piece of content. This provides unmatched advantages vs keywords, such as Editorial Orientation and Evolution over time. More…

Our Technology is proprietary Machine Learning for Tailor-Made AI-Profiling. It’s all about datasets permanently updated for internal and external classifications. More…

Who:
Solutions for Business Intelligence, Business Watch, Online Ads, Publishers.

4 dedicated pages to the solutions we provide to 4 different type of customers:

For Business Intelligence Analysts: 

What we are fixing for Business Intelligence:
Cannot trust what’s out of your BI Tools if you do not trust what’s in.
How we are fixing it:
Feed your BI tools with content profile you define.

Read Solutions for Business Intelligence…

For Business Watch Users:

What we are fixing:
How to align Executives, Collaborators and Partners with Company Goals?
How we are fixing it:
Feed your RSS readers and newsletters tools with Corpuses from your BI Tools.

Read Solutions for Business Watch…

For Online Advertisers, Agencies and Publishers

1. Brand Safety: What we are fixing:
How can we make sure a Brand is totally safe?
How we are fixing it:
Build and Manage your Whitelist with your definition of what is safe for your Brand.

2. End of Cookies: What we are fixing:
How to target audience in absence of cookies?
How we are fixing it:
Grab Intelligence from the targeted article’s classifications.

3. Reporting laws: What we are fixing:
How to deal with government reporting laws such as the Avia law?
How we are fixing it:
Report Media with their profile made by TrustedOut. AI-Powered. Unbiased, Universal and always Up-to-date.

Read Solutions for Online Advertising…

For Publisher’s Executives and Editors:

What we are fixing:
How am I perceived? How do I compare? Are my Editorial efforts visible?
How we are fixing it:
Get instant Profiles on a Media, a Source and/or Articles.

Read Solutions for Publishers…

Questions? Let us know!

Must read posts.

1. Our vision:

Trusted Content as a Utility

  • Distrust in Media is a major, major issue.
  • No trust in content, No trust in decisions made from it.
  • Trusted Content should be like water or electricity: A Utility.
  • Define the content you trust for every segment of your business.

Trusted Content as a Utility

2. Our unique technology.

2.1 AI-powered classifications vs Keywords.
Editorial Orientations detection.

Going beyond a 1-Dimensional access to knowledge

AI-Powered Classifications are adding 2 more dimensions: Editorial orientations and timing context.

Read the full post to see example of a single event treated in 3 different ways in 2 different countries

AI-powered classifications vs Keywords. Part 1/2: Editorial Orientations detection.[updated]

2.2 AI-powered classifications vs Keywords.
Evolution over time.

For content selection: AI-powered classifications can sense Editorial Orientations AND Evolution over time. Keywords cannot.

Perception of an event evolves with time, so do our AI-Powered classifications.

How can AI-Powered Classification do this?

In a previous post, we explained how our AI worked:

How our AI-powered classification works.

Every new article is classified as follow:

Why it matters.

What’s true at publication time might not be at analytics time, or advertising time…

AI-powered classifications vs Keywords. Part 2/2: Evolution over time.

Questions? Ask!

AI-managed taxonomy to keep up with language evolutions.

Measuring against datasets.

We explained in the following post how our classification works:

How our AI-powered classification works.

For the taxonomy, words from articles are measured vs Classifications datasets (a.k.a. Bags of words)

To gauge how a media is perceived, we, this time, measure what is said vs Perceptions datasets


Matching and weighting are making the score of the document. This is how we know where an article belongs and its level of expertise/severity.

AI to keep datasets permanently relevant.

The perception we have on an event evolves over time. So should the classification of this article. To make it happen, we keep the datasets always up-to-date. As seen in last week post, the classification of an article evolves with time:

AI-powered classifications vs Keywords. Part 2/2: Evolution over time.

 

The evolution domino effect: Languages impact datasets, which impact taxonomy.

The way we talk about something evolves with time. In fact, the dialect of the tribe made of people concerned about something evolves over time. More specific, cooler, geekier, newer… whatever is the reason, we love changes, we love new ways to express ourselves.

Datasets updates. Permanently.

Datasets must be rebuilt and updated permanently to catch new words, new importance on words, up and down, and the disappearance of some.

Overlapping intelligence. On watch.

As datasets evolve they may make a classification overlap over another which will weaken the taxonomy.

We measure overlapping, permanently as well, and if one is detected the taxonomy evolves consequently.

Recommended (re)Read:

Trusted Content as a Utility

AI-powered classifications vs Keywords. Part 1/2: Editorial Orientations detection.[updated]

Questions? Shoot!

The political role of Advertisers.

Advertisers have a major role on our society.

Internet has a major role on our society.
Advertising has a major role on the Internet

In other words, Advertisers money fuels web sites that have a major role on our Society. We already know the impact on elections, but is it limited to it?

Advertisers to publicly list where they advertise.

In France, to fight hate speech, Senators passed an amendment in mid-December on a law named “Avia law” requiring brands to know where their online advertising campaigns are running and to keep a public list of those sites.

Programmatic advertising could be impacted.

Discussions were held on how to make online advertising actors, in particular brands and their agencies, responsible for the financing of illegal content. An amendment by MP Eric Bothorel (withdrawn for now), provided for penalty of up to one year’s imprisonment and a fine of up to EUR 250 000 against advertising brands, their agency representatives and advertising service providers if their advertisements are purchased on sites whose hateful nature has been determined as such by a court decision.

According to The Guardian this French law “could be copied across Europe.”

Helping publishers and advertisers.

On Tuesday, December 17th, the French Senate did adopt a modified version of the original bill:

The new text stipulates in particular that “advertisers shall publish online and keep up to date at least monthly the information relating to the places where their advertisements are placed which are communicated to them by sellers of advertising space on the Internet, pursuant to Article 23 of Law No. 93 122 of 29 January 1993″ (known as the Sapin Law, editor’s note).

Using an AI-powered media profiling 3rd party.

To be efficient, media profiles cannot be self-declared by media themselves. The profiling process must be transparent, unbiased, universal and always up-to-date with the current context.

TrustedOut provides those informations on Media, Sources and/or Articles:

1. To the buyers of ad space.

Say ACME wants to run an ad campaign on media covering the Aerospace and Defense Industry in France.

The corpus will look like this:

Profiling, reporting and updating every month those 90 media, 171 sources, 2+k articles a day, can be cumbersome and open to mistakes.

Instead, TrustedOut produces those reports on a media, say here “Lignes de Defense”, showing toxic profiling, such as Hate news, but also Political orientations and the sources qualifying for the campaign.

In this report, and over the past 30 days, the media and all its sources have covered the following classifications:

ACME, the advertiser, combines the white list of its campaign and the reporting desired by the coming laws.

2. To the sellers of ad space.

Lignes de defense can produce a report solely focused on its media with all combined sources, or a report per source.

In addition, Lignes de defense can dig into each article it publishes and view how the article is profiled.

We do encourage to (re)read the 2 posts on article classifications sensing Editorial Orientations

AI-powered classifications vs Keywords. Part 1/2: Editorial Orientations detection.

and this one on how classifications evolve over time

AI-powered classifications vs Keywords. Part 2/2: Evolution over time.

Bottom line:

  • Advertising money plays a role in our society
  • Governments will want Advertising money to be publicly showing what type of content it finances
  • A 3rd party, unbiased AI-powered profiling resource like TrustedOut is key.

Questions? Let us know!

AI-powered classifications vs Keywords. Part 1/2: Editorial Orientations detection.[updated]

Going beyond a 1-dimensional access to knowledge.

For years, access to knowledge has been ruled by keywords presence. Search engines, corpus selection for business intelligence, DSPs for online advertising, Brand Safety, Watch alerts…

All is about the presence or absence of keywords to trigger the selection of content: A 1-dimensional access, keywords based, to knowledge. Linear. Limited to 0 (absent) or 1 (present).

Keywords presence does not sense angles, subtlety and orientations taken by the author (nor the sensitivity over time. Today’s meanings are the same any other day).

For example, the presence of “Christmas gift” might be “ok” but is it in a context of “Military defense” and “Weapon”? Can you maintain queries excluding all related, always evolving dictionaries of synonyms and be sure your brand won’t be exposed?

After all, a word can have several meanings depending on its context and the time it is read. AI-Powered Classifications are the solution:

AI-Powered Classifications are adding 2 more dimensions: Editorial orientations and timing context.

Today, we will focus on editorial orientations detection.

Next week, we will explain the sensitivity to the time of publication.

[update] The second part is now published:

AI-powered classifications vs Keywords. Part 2/2: Evolution over time.

Both, AI-Powered Classifications and keywords based selections are unbiased, universal and up-to-date. Because TrustedOut is AI-Powered, our machine learning guarantees the same non-humain, machine powered benefits.

Editorial Orientations Example:
1 event, 2 countries, 3 articles, 10 classifications.

The event: let’s take North Korea announcing a special Gift to the US.

The 2 countries: We then selected 3 articles from a Google Search on “North Korea Gift” for the US and “Coree du Nord Cadeau” for France.

The 3 articles: we randomly picked USAToday, CBSNews and Le Figaro.

Here are the top 10 classifications TrustedOut came up with. For each we’ve added how the media is spotted for its Political Orientations (beta)

USAToday

Vase or missiles? US awaits Christmas ‘gift’ from North Korea’s Kim

1 General › Politics › Diplomacy
2 General › Politics › International
3 Industries › Aerospace And Defense › Weapon
4 General › Politics › Military Defense
5 General › Politics › Civil Defense
6 Industries › Energy › Nuclear Power
7 Industries › Aerospace And Defense › Naval System
8 General › Politics › Administration
9 Industries › Aerospace And Defense › Aerospace Systems
10 General › Politics › Government

CBSNews

No sign of “Christmas gift” from North Korea yet, but deadline looms

1 General › Politics › Military Defense
2 Industries › Aerospace And Defense › Weapon
3 General › Politics › Diplomacy
4 General › Politics › International
5 Industries › Aerospace And Defense › Naval System
6 Industries › Aerospace And Defense › Aerospace Systems
7 Industries › Aerospace And Defense › Missiles And Rockets
8 Industries › Energy › Nuclear Power
9 Industries › Aerospace And Defense › Satellite
10 Industries › Transportation › Ship

Le Figaro

Trump is hoping for a “nice vase” instead of a North Korean missile for Christmas. (Trump espère un «beau vase» au lieu d’un missile nord-coréen pour Noël)

1 General › Politics › Diplomacy
2 Industries › Aerospace And Defense › Weapon
3 Industries › Aerospace And Defense › Aerospace Systems
4 Industries › Aerospace And Defense › Missiles And Rockets
5 General › Politics › International
6 General › Politics › Military Defense
7 People › Society › Opinion And Idea
8 Industries › Aerospace And Defense › Satellite
9 General › Law › International
10 Industries › Aerospace And Defense › Aircraft

Editorial Angles

Here’s a summary of the classifications for the 3 articles:

A few remarks:

  • USAToday and Le Figaro top classification is Diplomacy. CBSNews is Military Defense

  • The 2 US articles have the same top 4. (in a different order)

  • Le Figaro does not have Nuclear Power in its Top 10

  • All have Military Defense. Only USAToday has Civil Defense

  • All have Aerospace and Defense > Weapon in their top 3

  • Only Le Figaro has Society > Opinion and Idea and Law > International in its top 10

  • For Industry > Aerospace and Defense, USAToday has 3, CBSNews has 4, Le Figaro has 5 out of their Top 10.

Here’s how TrustedOut saw the Aerospace and Defense Industry, back in October:

Corpus Intelligence for an Industry: Aerospace & Defense – October 2019

Next: Evolution over time.

How AI-Powered Classifications are sensitive to the time of publication: Meaning, Classifications evolve with the time as our “bag of words” are permanently updated and why it matters… Continue to part 2/2

Questions? Ask!