Editorial Intelligence to find your communication targets.

The case: How, from a list of URLs, can I optimize my communication?

To preserve the confidentiality of those involved in this real business case, we will not share any name or URLs

In our exemple hereafter, the client, ACME Co., has compiled a list of article URLs related to its brand. We could use this list as is but ACME is also scoring every article with a popularity number made of mix of likes, retweets, comments…

All in all, we start with a list of URLs compiled by a client, with or without scores.

1. Editorial profiling for each URL.

For each and every URLs, TrustedOut returns the top editorial classifications.

2. Classifications/score weighting and taxonomy consolidation.

Per article, classification split and scores are weighted. Then, to align with the taxonomy, the 3 hierarchical layers are consolidated:

3. Tree Mapping learning.

We use Tree Mapping to get a visual of the table above.

TrustedOut Editorial Tree Mapping
Click to full screen

Here are some key learning:

3.1 People #1. Priority to Political Engagement

People is the biggest classification branch and Political Engagement should definitely be a priority. For campaigns, PR and watch.

Interesting, as well, are 2 related classifications: Series in Culture and Arts and TV/Videos/WebTV in Entertainment and Leisure.

3.2 Then, is Politics. 3 major classifications echoing People’s Political Engagement.

Very interesting, to see, way above, Political Engagement in People first and then 3 classifications of the same stem, Politics from the General branch.

Public Services, Civil Defense and Government are totaling 38,500, that’s almost 95% of the People’s Political Engagement (40,800).

It becomes easy, to orient your communication to resonate on this insight.

3.3 Sciences is all about Medicine and Health. Don’t miss Pharmaceutical and Drugs.

Same stem, Medicine and Health, 3 classifications with 2 clear split in importance: Pharmacy and Drugs and then, Care and Fluid.

Clearly, Pharmacy and Drugs, bigger than each Politics and half of the top notch Political Engagement, should be a focus.

3.4 Industries: All about Healthcare. 2 top classifications.

Interesting to see top 2 are, by far, Hospital and Clinic and Pharmaceuticals, both in Healthcare. 3rd and far behind is Manufacturing and Retail > Tobacco.

Interesting insight as well is to see the Industries > Medicine and Health > Pharmaceutical being half of Sciences.

Sciences first, then Industries helps with the agenda of your communication and branding efforts.

Bottom line: Focus on People and Sciences, knowing what to talk about for each.

Use the following insights for your communication, ad campaign, PR effort, Internal/External engagements…

> Tone: People and Sciences first.

> Address People’ Political Engagement knowing the 3 matters in Politics

> Approach Sciences’ Pharmaceutical and Drugs and develop on Healthcare.

> Have an eye on popular series and videos

Intrigued? Reach out!

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

 

Semantic BI and AdTech Business cases

Improve Your Problem Solving: 7 Skills to Tackle Issues - ProjectManager.com
(credit: ProjectManager)

Hereafter is a quick compilation of business cases solved with TrustedOut

Semantic BI:

Want to get and keep on receiving content similar to a list of articles you like?…

Building a Corpus and Getting relevant articles from a list of articles.

… or from a list coming from your watch tool or here, for demo purpose, “popular on Facebook”?

Create a corpus from a list of articles (ex. here: popular on Facebook).

Want to gauge the impact of a topic on others and compare between countries?

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

Want to know what one topic also covers?

Media covering Preventive Medicine also talk about…

Want to sense editorial trends over a specific period of time?

Editorial Trends during Coronavirus – USA Today, WSJ, Miami Herald, Le Monde, Le Figaro, Ouest-France.

AdTech

How to best curate where your brand will appear to keep it consistent?

3 curation methods to ensure your brand is safe and visible.

Want to get off unmanageable, outdated and potentially biased black or white lists of keywords?

AI-powered classifications vs Keywords. Part 1/2: Editorial Orientations detection.

Want to see the difference TrustedOut makes?

A/B test: Ad campaign curation comparison. With/Without TrustedOut.

How to address a market?

Helping Brand Managers address the Football lovers market

Want the curation to be at the URL level?

Introducing URL Curation. Feeding BI and AdTech with context they need.

Questions? Let us know!

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

 

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

 

Solutions for Publishers

What we are fixing:
How am I perceived? How do I compare? Are my Editorial efforts visible?

Publishers need an unbiased, universal perspective on how their content is classified and how they are perceived.

How we are fixing it:
Get instant Profiles on a Media, a Source and/or Articles.

1. Find a media

Here, let’s take Inside EVs

2. Read the media profile.

The number of sources with the publishing rates:

Classifications scores over a period of time (here for the past week. Past month and past quarter are also available):

3. Download the media profile.

Download Media Profile

4. Read sources profile.

Let’s take the source “Features” from the Media “Inside EVs”:
For example here, the progression Week vs Month and Month vs Quarter:

5. Download the source profile.

Download Source Profile

6. Get articles profiles.

For every article, get the corresponding classifications:

The role of competition

Of course, Profiles, Media and Sources can be compared between Media in your sector or in a sector you are investigating.
Comparing how an event is covered amongst several media is also very important to build your publisher brand.

The role of time

Time plays, of course, an important role: To run your profile on a daily basis, to see evolutions but also to re-run profile on the same article but at a different date, to see how the perception has evolved on the matter over time:

Read Classifications evolution over time

 


This Solution is also available here.

Questions? Shoot!

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

 

 

Introducing All periods Expertise for Media and Sources

What Expertise over a period means:

TrustedOut’s AI compares every word and expression of every article in a country with every classification’s bag of words of our taxonomy. (more on our technology here).

As every word in those bags of words has a weight, permanently re-assessed, we are able to compute a level of expertise over a period of time. For “Past week” for example, within all articles profiled over the past 7 days, some have a level of expertise corresponding to, from most expert to least, “Dedicated”, “Specialized, “Covered” or “All”

Different periods mean different Media and Sources

As explained in our Technology page defining a period of profiling means a time sensibility. The shorter the period is the more sensitive to news your Corpus will be. Reverse is true. The longest the period is, the more stable the Corpus will be.

Want them all? Select All Periods.

The list of media and sources your analytics or whitelist as campaigns will be based on might want to combine them all, the most sensitive to news and the most stable over time.

Let’s watch an example:

From the corpus definition above (Eating and Drinking, Specialized, in France):

Specialized, past week:

Hereafter is the Media and Sources export. Green means unique to this period of time.

We can see a lot of Media and Sources unique to this period with a majority of Twitter account belonging to Media showing the sensibility to news we explained above. Those Media twitter accounts have been active over the past 7 days but their weight over a longer period of time, Month and Quarter, doesn’t qualify them as Specialized.

Specialized, past month:

Same for past month here:

Specialized, past quarter:

Same for past quarter here:

By the numbers:

Why it matters:

Depending on your project, analytics or ad campaigns, the sensitivity to news and the depth of expertise mattes. Not only are our profiles updated permanently but your selection allows you to truly get the definition of content you trust… to make decisions you are going to trust.

Questions? Shoot!

Contact us at contactus@trustedout.com

or

Discover new media/sources with Related Profiles.

Want more Media/Sources?
Introducing Related Profiles.

Let’s take an example: You are looking for Media Specialized in Music in France.

Your Corpus will look like this:

1/ Looking at trends over past month vs past week:

As shown below, Specialized Media in Music have an upward trend on Arts, Motion Picture and Sound Recording and Photo

2/ Let’s create a new Corpus from those 3 related classifications over the Past Week:

Your new corpus will look like this:

Now, let’s have a look at the top Classifications over the Past Week:

Music is #1 despite not being in the Corpus definition.

3. Discovering new media with the same editorial profiles

Left table below shows Media from the initial query (Music), Right table shows the Related Media over the Past Week.

2.5x more Media.

85 new media + the initial 56 = 141 Media. +2.5x more Media

Want to give it a shot? Contact us!

contactus@trustedout.com

or

It was 2020.

Happy new year! For sure, 2020 will be remembered. For this 1st post of the year, we wanted to have a look back at the most popular post of each month:

December.

Watch the content your BI is based on and where your brand is exposed in your ad campaigns.

November.

TrustedOut for Xandr: Branding AND Business Performance.

October.

3 curation methods to ensure your brand is safe and visible.

September.

Corpus Reports: Brand Safety Surveillance and Analytics Perimeters Watch.

August.

TrustedOut for Xandr: First results.

July.

Introducing the Brand Safety Report

June.

Helping Brand Managers address the Football lovers market

May.

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

April.

Coronavirus impact on Brands Trust (and our contribution)

March.

Impact on brands? Trust in Business vs Media likely tells political orientation.

February.

Solutions for Online Advertising

January.

Again, happy 2021!

Want to reach out?

contactus@trustedout.com

or