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

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

For years, access to knowledge was all 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).

Last week, we covered the first advantage of AI-Powered Classifications vs keywords based selection, Editorial Orientations, and showed how the same event, on 3 different publications can have different Editorial Orientations.

This is an additional dimension to access knowledge.

Read postLet’s now have a look at a 3rd dimension: Sensitivity over time.

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

France has been through a lot of social movements with the pension reform the French government is pushing for.

From the beginning of the protests until now, the perception has evolved.

Let’s look at the same article and how AI classifies it at two different times.

This article was published on Dec 10th 2019:

Pension reform: “It would be a misdiagnosis to talk about minced runs.”  [google Translation] (Réforme des retraites: “Ne parler que de parcours hachés serait une erreur de diagnostic”)

On Dec 10th, top classification was:

We are at the beginning of the movement, Employment and Unemployment is the top classification.

On Dec 31st, top classifications are now:

3 weeks later, the very same article with the very same content is classified as Senior first, then Social Assistance and, now in 3rd, Employment and Unemployment

Clearly, after 3 weeks of protests, Aging and Social are topping the Employment dimension.

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:

Which means the day the article is published, we use Classifications Datasets (aka bags of words) on that very day.

Classification Datasets are also updated to sync with every single classification and sense the depth of expertise over time. This means some words can be in and out and with a different weight over time. This means classifications are set, by default, for the day an article is published but can be re-run on a different day and produce a different classification. Like in real life, your perception of something evolves with time.

Why it matters.

Simply because time is a vital dimension of perception.

Simply relying on the presence of keywords to select content for analytics, expose your brand via advertising etc… is dangerous.

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

In the example above, you may or may not want articles about “Seniors”. At publication time, the article was under the radar, 3 weeks later it is classified as “Seniors”. Is it still where your brand wants to be exposed? are those content the one you want to analyze today? do those articles matter for the education of your teams?

Relying on keywords that are present in content forever, not only does not give you the orientation of the content but is not sensitive to the evolution of perception. And as we know, in Marketing:

Perception is reality.

Questions? Ask!

 

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!

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

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

Media covering Preventive Medicine also talk about…

Click to zoom. Note: Preventive Medicine is part (leaf) of Medicine and Health (stem) in our taxonomy.

Preventive Medicine next to what other Editorial Classifications?
In France? In the US?

Preamble:
Radar charts above are made to show the Top 6 editorial classifications and their respective weights. Data are for the week from June 22nd until June 29th 2020.

Here’s a more detailed view:

Click to zoom

Interesting to notice within the Top6:

  1. Unsurprisingly, Media in both countries are focused on Medicine & Health, but Pharmacy & Drugs is almost as high as Preventive Medicine in the US (Way less in France).
  2. Media in the US are Personal, Family and Care, when France talks Disease, Dermatology and Dentistry/Odontology
  3. In the US, right after Medicine & Health is Economy & Enterprise, heavy on Employment & Unemployment, Communication and Career. Health has a strong link on Jobs. Not present in France
  4. In France, right after Medicine & Health is Politics, heavy on Political Party, Civil Defense, Public Services and Administration. #6 in the US with Public Services at the same level.
  5. Lifestyle is present in both countries. Only with Kids in France, more classical Lifestyle with Home and Eating & Drinking in the US.
  6. Healthcare is only present in the US, heavy on Hospital & Clinic while Sports is only present in France with Fans/Community and, unsurprisingly, Football and Cycling

Why it’s important

Avoiding:

In these uncertain times, you might want to avoid content related to the current pandemic, so instead of managing the unmanageable, always out-of-date, black list of keywords, simply add the following condition to your Corpus, export/connect to your DSP… voilà.

Targeting:

If you choose to target the Medicine & Health > Preventive Medicine content, it’s important for the consistency of your brand to know what type of content is within the Media you will authorize in your white list or your PR effort or what kind of content you choose to analyze.

Questions? Tell us!

TrustedOut Benefits. For Advertisers and Publishers. For Brand Managers and Analysts.

Mouse over to zoom.

For the Advertiser:

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.

Let’s talk?

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!

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!