“…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!
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.
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.”
“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
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.
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.
Brand exposition: TrustedOut is 100% Media from France (as per the client requirement).
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.
Collaboration went very well and a month later, here’s what we’ve learned about TrustedOut for Xandr:
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.
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:
Preventive Medicine next to what other Editorial Classifications?
In France? In the US?
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:
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
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.
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.
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.
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 source 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.
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:
No Political Orientation has Medicine & Health significantly #1 and ahead of #2 and #3
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
Interestingly, all have Politics in the same range.
Right/Far Right has Economy & Enterprise higher than No Political Orientation and Left/Far Left have Economy & Enterprise, both at the same level.
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:
All 3 have Medicine & Health as #1 and in similar range.
All 3 have Lifestyle and Economy & Enterprise in similar range.
All 3 have Society and Politics but higher when a Political Orientation is spotted
Only when No Political Orientation is spotted do we have Formal & Earth & Universe Sciences
Only when Left/Far Left Orientation is spotted do we have Human Sciences
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.