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 This generates very long lists to ensure safety and those long lists may be biased, outdated and prevent you from context you might indeed desire.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

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

TrustedOut for Xandr: Branding AND Business Performance.

Get both: Branding AND Business Performance!

We recently published the results of our A/B test: With vs Without TrustedOut for your ad campaign. Reception have been overwhelming. Thank you so much, we’ve created the following deck:

Keep your brand totally safe and consistent.

100% media, 100% premium.
AI-Profiling. Permanently updated.

Frictionless Curation:
Tailor-made or Built from landing page.
Automatically updated in your DSP (ALL major DSPs).

Achieve your Business Goals.

100% Media readership brings the Most Desirable Demographics.

Higher conversion clicks into Business KPIs

Deck viewer:

TrustedOut for Xandr

Deck Download:

Want to try? Contact us!

contactus@trustedout.com

or

A/B test: Ad campaign curation comparison. With/Without TrustedOut.

impressions don’t buy anything – only real people do.”

We couldn’t agree more with Judy Shapiro – Editor-in-Chief at The Trust Web Times and decided to run an A/B test, With/Without TrustedOut to demonstrate what matters is NOT impressions but Brand Safety AND Business conversions from Engagement Actions at Advertiser site.

Get it all:
1/ Total Brand Safety AND
2/ Desirable Prospects Profile AND
3/ Engagement Actions (KPI Business).

Method: Comparing an ad campaign With vs Without TrustedOut

Entourage | Lien social avec les SDF
First a huge thank you to Entourage.social!

From October 21st until October 30st, Entourage.social has accepted to share with us their Business KPIs, what defines a successful visit to their site. They, in all transparency, also accepted to give us a temporary access to their Google Analytics and did create 2 new segments for the traffic curated by TrustedOut (A) vs the “regular programmatic” traffic not curated by TrustedOut (B).

Exact same creatives, same budget, same timeframe.

Our partner, Xandr, did setup the two campaigns, A and B, with the very same creatives, the very same budget for each campaign, ran the very exact same time.

Campaign brief:
Engaging Actions on entourage.social in France.

Entourage is a French social organization pushing for an interaction with people homeless. Ad campaign is looking for engaging actions on its site to search Entourage’s homelessness local mapping, in France, and donate to the organization.

Using TrustedOut for Xandr.

We used the super straight forward curation method explained here: Destination profiling for related context. Let your Landing Page make your whitelist.

1/ Total Brand Safety

Brand exposition:
TrustedOut is 100% Media from France (as per the client requirement).

Source: Bid won generating impressions on 10/28

Get the exact Media profile for your Brand Consistency

Corpus was automatically set to:
* Media in French and from France
* No publishers perceived as toxic (fake news, hate news, conspiracy…)
* No extreme political orientations
* Media covering Society AND having talk about Digital Life over Past Week, Past Month and Past Quarter.

Of course, all this can be fine-tuned at will and your Corpus will automatically updated within your DSP via the Deal ID TrustedOut gives you.

Don’t go blind with your Brand Exposure with our Report:

Hereafter is one page of the report on Media “Spotted As” toxic, political, religious and satirical/humorous.

Not sure if your past campaigns were that safe? Get a TrustedOut report! Never too late…

2/ Desirable Prospects Profile

“Men (44%), CSP+ (Managers, CXOs/High buying power) (42%), residents of Paris and surroundings (45%) and people aged 50 and over are the populations that show the most interest in digital reading.” – Harris Interactive

Totally proven by the numbers below:

Traffic type:
TrustedOut traffic is coming from web browsing on a mobile.

Mobile devices:
TrustedOut: Almost 1 out of 3 uses iOS.

Geography:
TrustedOut is 3x more urban.

Greater Attention Span:

3/ Engagement Actions (KPI Business).

Client was looking for engaging actions on the Landing Page. Not time spent but real actions engaging the prospect with the site purpose.

Actions were: prospect entering geo position, download and donations.

Actions (at destination site) vs clicks (on ads) transformation:
TrustedOut is 2x better.

Actions Goals vs all other metrics on landing page.
TrustedOut: Almost 3 metrics on 5 are an action.


Point made: You can get it all:
1/ Total Brand Safety AND
2/ Desirable Prospects Profile AND
3/ Engagement Conversion.

Want to give it a shot? Contact us:

contactus@trustedout.com

or

Coronavirus impact on Brands Trust (and our contribution)

“It takes 20 years to build a reputation and 5 minutes to ruin it…

… if you think about that, you’ll do things differently” – Warren Buffett

That was a post we wrote in June 2019.

“It takes 20 years to build a reputation and 5 minutes to ruin it…

Brands behaviors on Coronavirus impact their trustworthiness.

We highly recommend reading the most awaited 2020 Edelman Trust Barometer. This post is about our takeaways, focused on the vital trust in Brands

 

 

Solve, don’t sell.

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.

Brands to help gov. (not the other way around)

Brands to be a reliable news source.

Remember this recent post? Coronavirus amplifies the gap in trust showing, and it’s no news, distrust in News Media.

Coronavirus amplifies the gap in trust.

Well, Trust in Brands also means serving as reliable source:

Think People, not Business.

Under attack, and especially one of this magnitude, people matter. All of them, inside and outside your brand reach.

And, of course, what you produce must help with its purpose and be affordable.

Now is not the time for wild creativity in product launches and commercial campaigns.

Don’t hide, Be visible. Reassure. Strengthen your brand trust.

Do not stop communicating. To the contrary, reassure on your brand values and apply the advices above.

To apply those advices on ourselves:

Our contribution:
TrustedOut in April. Free.

For brands (US or France)

You are the Manager of a recognized brand in the US or France, contact us and we’ll help you build the perfect whitelist for your next ad campaign.

For analysts (US or France)

Your are an analyst for a solid Business in the US or France, contact us and we’ll help you create the perfect corpus to trust the sources and thus, trust your decisions.

Interested? Reach out here:

Coronavirus amplifies the gap in trust.

Remember the split in trust in Media between Republicans and Democrats?

Trust in Media: GOP 33%, Dem. 66%

Source: Edelman

We wrote this:

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

Coronavirus update: GOP 25% (-8%), Dems 61% (-5%)

We highly recommend reading this article from Axios

“Americans are largely approving of how U.S. institutions and leaders are responding to the coronavirus situation.

Hospitals are held in the highest regard during this health crisis, consistent with the high trust and ethical ratings medical and health workers receive in normal times.”

Appraisals evolve over time. So do our classifications.

As we wrote here, our classifications operated by Artificial Intelligence are the only ones to capture and update over time:

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

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?

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:

This Solution is also available here.

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!