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:
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).
Media in the US are Personal, Family and Care, when France talks Disease, Dermatology and Dentistry/Odontology
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
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.
Lifestyle is present in both countries. Only with Kids in France, more classical Lifestyle with Home and Eating & Drinking in the US.
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times, you might want to avoid content related to the current pandemic, so instead of managing the unmanageable, always out-of-date, black list of keywords, simply add the following condition to your Corpus, export/connect to your DSP… voilà.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.
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.
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.
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.
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?
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:
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…
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.
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.
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.
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.
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:
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.
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
We highly recommend reading this article from Axios
