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

Content is all about Trust. Trust is Personal.

Credits: Gallup/Knight https://news.gallup.com/poll/319724/bias-others-news-greater-concern-bias-own-news.aspx

“Bias in Others’ News a Greater Concern Than Bias in Own News”

This article from Gallup (illustration above) confirms what we wrote in December 2018

While distrust is general, trust definition is personal.

Bias perception is getting worse

In the highly recommended “Knight Foundation: American Views 2020: Trust, Media and Democracy“, subtitled “A deepening divide”, we can read:

“Nearly three-quarters of Americans say they see too much bias in the reporting of news that is supposed to be objective as “a major problem” (73%), up from 65% in the 2017 study.”

Bottom line: Use Content you Trust to make decisions you gonna trust.

TrustedOut is all about defining the content you trust and getting it to ensure total brand safety, maximize ROI, feed your analytics tools, keep your organization up to date…

Questions? Let us know!

contact@trustedout.com

or

 

SSP* coverages in the USA and France.

* SSP: Ad Supply-Side Platform

Target SSPs within your Corpus/WhiteList

As we announced on August 17th, TrustedOut now allows you to target your favorite SSP for your ad campaign.

Top 6 classifications per SSP in the USA:

Politics and Sports, then Society…

… No Tech and only one for Economy and Finance.

Top 6 classifications per SSP in France:

Sports and all about the same.

Tech but no Lifestyle, Economy or Finance.

Your Corpus is ready? So is your Curation for your DSP.

UI is dead simple: Add the “Ad Supply-Side Platform” and select your SSP as shown above. Save your Corpus.

Now, let’s connect your curation made with a TrustedOut Corpus to your DSP…

3 clicks…

Click #1: Get Media and Sources (as shown on the picture above)

Click #2: Connect

Click #3: Select Xandr (formerly AppNexus (Read Partnership announcement))

… and get a Deal ID ready for your DSP!

Insert this Deal ID in your DSP and let TrustedOut feed your campaign with Content you’ve selected.

Simple, Safe and Permanently Updated.

Questions? Let us know!

contact@trustedout.com

or

 

 

TrustedOut’s Ad Campaign Curation: Simple, Safe and Permanently Updated.

Your Corpus is ready? So is your Curation for your DSP.

Short post today, as the process of connecting your curation made with a TrustedOut Corpus is ridiculously simple!

3 clicks…

Click #1: Get Media and Sources (as shown on the picture above)

Click #2: Connect

Click #3: Select Xandr (formerly AppNexus (Read Partnership announcement))

… and get a Deal ID ready for your DSP!

Insert this Deal ID in your DSP and let TrustedOut feed your campaign with Content you’ve selected.

Simple, Safe and Permanently Updated.

Simple as above reviewed the 3 click process.

Safe and Premium as demonstrated in this post: TrustedOut for Xandr: First results

Permanently Updated for 2 reasons:

1/ You can at all time go back to your Corpus, make changes and a click on “Save” will update the curation

2/ TrustedOut permanently updates its profiling, so if media are added or removed from your Corpus, they are also updated in your campaign.

Want to run a test?

contact@trustedout.com

or

 

Corpus Reports: Brand Safety Surveillance and Analytics Perimeters Watch.

New: Corpus Reports.
Easy to read, Easy to share.

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:

Click on the button to get the report

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:

  • Toxic content
  • 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!

Questions? Let us know:

contact@trustedout.com

or

 

 

Contextual relevance is key to customers. Profiling is key to Contextual relevance.

Credits IAS https://insider.integralads.com/contextual-advertising-research

Ads must be relevant to content.

In a report we encourage to read, IAS explores the power of context on consumer perception, we can read:

“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?…

Geo: USA, As of 2020/08/28

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.

Your ad campaign will run within this corpus:

Related read:

TrustedOut partners with Xandr to bring new intelligence in targeting capabilities

TrustedOut for Xandr: First results

Questions? Let us know!

contact@trustedout.com

or

 

Comparing humorous/satirical sites in the US vs France

Editorial focuses of sites spotted as Humorous/Satirical:

Above are the Editorial Radars for the sites spotted as humorous or satirical in the US and in France.

Below are the weighted editorial focus (above 1% and as of August 17th)

Quick points:

Scope:

    • All about People in the USA.
    • Wider in France with People, General and Sciences.

Lifestyle:

    • More masculine than feminine in the US
    • Masculine, Feminine, Home higher in the US
    • Child and Teen and Youth in France

Culture and Arts:

    • 2x more in the US

Entertainment and Leisure:

    • High and only in the US

Society:

    • Political Engagement, way higher in France.
    • Religion present and equivalent in both countries.

Politics, Economy and Enterprise:

    • In line with Society > Political Engagement, Politics is High and only in France.
    • Union high in Economy and Enterprise in France.

Education, Sports:

    • Both only in the US.

Sciences:

    • Only in France.

Why it matters:

Understanding how humor and satire is played out matters for your communication campaigns to get the perfect messages at the perfect place.

Want to know more? Let us know!

contact@trustedout.com

or

 

New for your ad campaign whitelists: Target SSPs and Add Mobile Apps

Adding SSPs to Media Profiles

Now TrustedOut adds authorized SSPs to Media Profiles. Example above is BFMTV

Add a SSP Filter to your Corpus for targeted WhiteLists

Targeting Media authorizing your favorite SSP is as simple as adding the following filter line:

 

As shown, available SSPs are Xandr (formerly AppNexus) with whom we have a partnership, Google, Smart Adserver, FreeWheel, Rubicon Project and Teads.

Extend your Whitelist reach with Media Mobile Apps.

In addition to SSPs, TrustedOut now also offers pending Apps of a Media. Following the BFMTV example above, here are the corresponding Mobile Apps:

Next read:

TrustedOut partners with Xandr to bring new intelligence in targeting capabilities

Want to test it? Let us know!

contact@trustedout.com

or

TrustedOut for Xandr: First results

What we’ve learned so far.

A month ago we announced: “TrustedOut partners with Xandr to bring new intelligence in targeting capabilities

Collaboration went very well and a month later, here’s what we’ve learned about TrustedOut for Xandr:

100% Industrializable.

To make the process totally frictionless, we profile the destination site and use this profiling to build a similar corpus and get the list of media from it. This list of media is then connected to Xandr, as the trusted whitelist.

100% Safe.

100% of the whitelist coming out of the corpus created, and if necessary, fine-tuned and/or validated by the brand manager, is following TrustedOut’s holistic profiling process

100% Premium.

Nothing but Safe Media.

No Games, No Directory, No Platform.

And all local. If you select the country and/or the language, 100% will be from your selected countries and/or languages.

Higher Engagement.

We’ve enjoyed significantly more impressions viewed per domain.

Cheaper CPM.

While Premium, we’ve also noticed cheaper CPM.

Bottom line: TrustedOut is frictionless because industrializable, totally safe and Premium for your brand.

Want to give it a shot? Let us know!

contact@trustedout.com

or

Lessons for growing publisher revenue by removing 3rd party tracking*

*Source: Brave https://brave.com/publisher-3rd-party-tracking/

The end of 3rd party cookies

On January 14th of this year, Google wrote: Building a more private web: A path towards making third party cookies obsolete

How personal data are “broadcast”.

We highly recommend this document, “Behavioural advertising and personal data”, from Dr Johnny Ryan, where we can read:

“…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!

The first chart and the chart below are from the article from Brave.com, “lessons for growing publisher revenue by removing 3rd party tracking” both demoing the revenue increase is attributable to removing 3rd party tracking and adtech.

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.

The Covid-19 market shock shifted the market from video to display

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.”

Next read:

TrustedOut partners with Xandr to bring new intelligence in targeting capabilities

Introducing the Brand Safety Report

The game is rigged: A former marketer shows you how Big Tech’s advertising practices harm us all

You have questions? Let us know!

contact@trustedout.com

or