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.
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.
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.
“…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.”
The case: How, from a list of URLs, can I optimize my communication?
To preserve the confidentiality of those involved in this real business case, we will not share any name or URLs
In our exemple hereafter, the client, ACME Co., has compiled a list of article URLs related to its brand. We could use this list as is but ACME is also scoring every article with a popularity number made of mix of likes, retweets, comments…
All in all, we start with a list of URLs compiled by a client, with or without scores.
1. Editorial profiling for each URL.
For each and every URLs, TrustedOut returns the top editorial classifications.
2. Classifications/score weighting and taxonomy consolidation.
Per article, classification split and scores are weighted. Then, to align with the taxonomy, the 3 hierarchical layers are consolidated:
3. Tree Mapping learning.
We use Tree Mapping to get a visual of the table above.
Here are some key learning:
3.1 People #1. Priority to Political Engagement
People is the biggest classification branch and Political Engagement should definitely be a priority. For campaigns, PR and watch.
Interesting, as well, are 2 related classifications: Series in Culture and Arts and TV/Videos/WebTV in Entertainment and Leisure.
3.2 Then, is Politics. 3 major classifications echoing People’s Political Engagement.
Very interesting, to see, way above, Political Engagement in People first and then 3 classifications of the same stem, Politics from the General branch.
Public Services, Civil Defense and Government are totaling 38,500, that’s almost 95% of the People’s Political Engagement (40,800).
It becomes easy, to orient your communication to resonate on this insight.
3.3 Sciences is all about Medicine and Health. Don’t miss Pharmaceutical and Drugs.
Same stem, Medicine and Health, 3 classifications with 2 clear split in importance: Pharmacy and Drugs and then, Care and Fluid.
Clearly, Pharmacy and Drugs, bigger than each Politics and half of the top notch Political Engagement, should be a focus.
3.4 Industries: All about Healthcare. 2 top classifications.
Interesting to see top 2 are, by far, Hospital and Clinic and Pharmaceuticals, both in Healthcare. 3rd and far behind is Manufacturing and Retail > Tobacco.
Interesting insight as well is to see the Industries > Medicine and Health > Pharmaceutical being half of Sciences.
Sciences first, then Industries helps with the agenda of your communication and branding efforts.
Bottom line: Focus on People and Sciences, knowing what to talk about for each.
Use the following insights for your communication, ad campaign, PR effort, Internal/External engagements…
> Tone: People and Sciences first.
> Address People’ Political Engagement knowing the 3 matters in Politics
> Approach Sciences’ Pharmaceutical and Drugs and develop on Healthcare.
The need for a new source of intelligence in targeting
Advertisers want a perfect targeting for their campaigns. With the end of 3rd party cookies, Advertisers will have to rely on other sources of intelligence to target the perfect page for ad insertions.
No self-declaration. No bias.
TrustedOut is totally independent from any preset lists and is entirely powered by AI using countrywide published content. This guarantees our content profiling to be unbiased, universally able on any matter and always up-to-date. We do NOT use any self-declared data coming from anyone. We listen, profile. All the time.
Dialect detection means no dependence on keywords.
How can you, for example, target the Healthcare Industry? With a list of keywords? Who did it? Is it up-to-date?… Hard to manage. Instead TrustedOut listens and profiles everything published and keeps on learning the words and expressions, the “dialects” (or “bags of words”), for each and every classification. This way, the definition of “Healthcare, in our example, always captures the words and expressions used for this targeting. No worries. No lists, potentially biased and out-dated. You are covered. Always.
Profiling Intelligence must be at insertion time.
Content perception varies upon time. A page/an article can be perceived primarily in one classification and, over time, in another one. In this example, we see first “Employment” at publishing time and 3 weeks later, “Seniors”. Same with the dialect words and expressions, it all evolves over time which is key for a perfect targeting.
For the Publisher:
The need for a precise, external and unbiased product pulse.
Like any business, publishers need a trustworthy, unsolicited, unbiased look at what they publish. This goes for articles, feeds/sources and the whole media (distinct domain). Not only this is critical to pilot a business but also to compare with others.
The end of self-declarations for special ops.
TrustedOut provides always-up-to-date profiling of a section or the whole of a media. It also provides trends which can be compared. The end of self-evaluations, self-declarations for a more trusted relationship with your sponsors and commercial partners.
Editorial trends and KPI measurement.
TrustedOut profiles published and exposed content. All of it and at all time. This means measuring editorial trends and positioning. Amongst a media and across a market, a region or a country. Mapping Editorial trends pictures how one reacts to a matter in depth and in time. Finally, it also measures performances and the balance of demand/delivery.
For the Brand Manager:
Brand Consistency Builds Brand Awareness
Marketers know Brand Consistency is key to build and keep awareness and credibility. To keep brands consistency, brands must be totally safe and not appear in an environment not consistent with its values. TrustedOut allows Marketers to define the content appropriate for their brands and get corresponding Whitelists where to deliver the right communication.
Consistency, inside and outside.
Branding is not reserved to marketers. Everyone within an organization, employees, board members, partners and, of course, customers and prospects should all have access to a curated list of sources related to the brand.
Consistency in PR goals and measurements.
Direct your PR efforts to where you want your brand to be and use our instant profiling to measure evolutions and progresses. Define KPIs with your PR departments and measure your ROI on a classification, a perception, a competition.
For the Analyst:
Must trust the Content in to trust the decisions out.
The mandatory first step in any analytics is to trust the content/data you are going to analyze. If you do not, results will be unreliable and worst, decisions you are going to make might be dangerous and disastrous to your business and brand. Bottom line: if no trust in, then no Trust Out.
Who reacts to what, and how.
Analyze how an event, product launch or local news, are classified and where. A great source of insights on how to prepare for a new launch or positioning.
Watching the future.
Industries keep on evolving. Be on alert about what technology is popping up, how it is received amongst content oriented, political or else, and where it is happening.
Out of Edelman’s 5 recommendations, the 3rd one, Solve, don’t sell, resonates the most with us.
Brands vs Gov.: Critical. Faster and more effective.
More than ever, Trust in a brand is very meaningful, if not emotional. People believe Brand are playing a critical role in addressing the crisis and, believe Brands respond faster and more effectively than the government.