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

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

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

This post was originally on August 3rd 2020

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

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

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

 

 

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

Introducing the Brand Safety Report

Download Corpus Profile
Click to download

Get a report on your ad campaign  whitelist.

You are running or ran an ad campaign and want to make sure your brand is/was safe? Now you can. Simply get the profile of the corpus used for your campaign.

Here is an example of a Corpus profile for a campaign active on July 8th and 9th (of course, you can get as many corpuses and corpus profiles within a campaign)

An holistic Corpus Profiling

As announced in last week post, Holistic Media Profiling is us, Corpus profiles cover the 3 facets: Content & Expertise (taxonomy of what is published), Perception (Spotted as toxic) and Orientation (Political, Religious, Satirical)

A brand new Editorial Trends page.

Visualize how the list of media in your corpus evolved in the past 7 days compared to the past month and the past quarter:

Picture where your brand was exposed

Still work in progress but this page in the report shows if your brand was exposed in a toxic and/or religious and/or Humorous/Satirical environment.

Want to dive into a Spotted area?

From above, you’d like to get the Media spotted as Religious > Christianity?

Simply add the following condition to your Corpus:

… and get the Media list (Media > Get > Download > Media):

Finally, you decide to remove Media spotted in Religious > Christianity, simply add the following condition:

Questions? Let us know 🙂

contact@trustedout.com

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 partners with Xandr to bring new intelligence in targeting capabilities

We are extremely proud to announce that TrustedOut is now available to buyers through the Xandr platform.

Through this collaboration, marketers and agencies using Xandr’s strategic buying platform, Xandr Invest, will have access to unique and granular contextual targeting capabilities that will allow them to bring intelligence to their campaigns.

Xandr, ex. AppNexus, is AT&T’s advanced advertising company, provides an advanced buy-side and sell-side advertising technology enabling buyers and sellers to access and trade premium inventory in a trusted and streamlined environments.​

TrustedOut through ‘Corpus Intelligence’ enables buyers to identify trusted environments and deliver their contents and their campaigns with  uniquely profiled, AI-fed and permanently updated media database.

“Xandr seeks out sophisticated solutions to offer advertisers looking for alternatives to cookie-based solutions for finding valued audiences. We are excited to welcome TrustedOut as a technological collaboration on our platform and have them contribute to increased contextual targeting capabilities for Xandr customers,” says Paul-Antoine Strullu, VP & Managing Director, Southern Europe at Xandr

“This partnership with a global leader such as Xandr is a fantastic milestone for TrustedOut. We could not be more excited to partner with Xandr to bring contextual targeting technology to another level!” adds Freddy Mini, TrustedOut’s President and co-founder.

TrustedOut’s 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
Click to zoom

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…

Click to zoom

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 source are classified.
For example here, from the Media “InsideEVs”, we have for the source “InsideEVs – Features” the following articles:

Click to zoom

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.

Other solutions from TrustedOut :

Business Intelligence | Business Watch | Publishers

Questions? Let us know!

How Health is covered depending on Political Orientations. US vs France.

In the radars above, we analyzed Editorial Classifications in Media in the US and France, in between June 13th and June 20th using the following Corpus:

. Country is “France”, and then, “USA”
. Source Taxonomy is “Sciences>Medicine & Health” OR “Industries>Healthcare”, “Covered” AND over the “past week”
. Spotted as Political is “Left” OR “Far Left”, and then, “Right” OR “Far Right”, and then “Negative”

Top 6 Editorial Classifications in the USA:

  1. No Political Orientation has Medicine & Health significantly #1 and ahead of #2 and #3
  2. Both No Political Orientation and Right/Far Right have Medicine & Health as #1, which seems obvious looking at the Corpus definition, but Left/Far Left has it at the lowest percentage, #3, below Society and Lifestyle
  3. Interestingly, all have Politics in the same range.
  4. Right/Far Right has Economy & Enterprise higher than No Political Orientation and Left/Far Left have Economy & Enterprise, both at the same level.
  5. Both No Political Orientation and Left/Far Left have Entertainment & Leisure. Right/Far Right does not but has Law instead.

Top 6 Editorial Classifications in France:

  1. All 3 have Medicine & Health as #1 and in similar range.
  2. All 3 have Lifestyle and Economy & Enterprise in similar range.
  3. All 3 have Society and Politics but higher when a Political Orientation is spotted
  4. Only when No Political Orientation is spotted do we have Formal & Earth & Universe Sciences
  5. Only when Left/Far Left Orientation is spotted do we have Human Sciences
  6. Only when Right/Far Right Orientation is spotted do we have Entertainment & Leisure

Content Orientations can be helpful.

Many times, Content Orientations are banned but, in the light of charts above, depending of your communication goals, Political Orientations may be helpful.

Want to know more? Contact us!