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!


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 🙂

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?

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


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… voilĂ .


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



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!

Introducing Religious Orientation in Media

Learnings on Editorial Coverages: Media Spotted as Religiously Oriented in the USA vs France.

Last week, we announced the new Spotting of Political Orientations, this week, we’re introducing the new spotting of Religious Orientations in Media!

All these analytics where done on the period 3/17-6/17/2020.

Today, we are looking for coverage of the following religions:  Buddhism, Christianity, Hinduism, Islam and Judaism, deliberately listed in alphabetical order as, should it be necessary to mention: In no way, we are pushing, nor valuing any religion, one vs another, or in general.

Above, we are comparing the Editorial Classifications of Media spotted as Religious in both, USA and France.

We can see Editorial classifications are very similar except for Economy and Enterprise, only in the USA and Medicine and Health, only in France.

What makes Media Spotted as Religious different?

In the USA:

Here, we are comparing ALL media vs those spotted as Religious, both in the USA.

The Top 6 Editorial Classifications for Media spotted as religious:

. Has Society as #1
. Shares the same Top 3
. Does not have Sports and Entertainment and Leisure
. Has Economy and Enterprise and Humain Sciences

In France:

This time, we are comparing ALL media vs those spotted as Religious, both in France.

The Top 6 Editorial Classifications for Media spotted as religious:

. Like in the USA, has Society as #1
. Unlike in the USA, does not share the same Top 3
. Does not have Tech and Sports
. Has Human Sciences and Medicine and Health

Country vs Country+Language

Next, we had a look at the difference between a language and the same language spoken in a specific country.

The Top 6 Editorial Classifications for Media spotted as religious in English, in the USA vs anywhere:

. Same Top 3 but stronger in Society and Politics in the USA
. USA has Economy and Enterprise
. Anywhere has Law

The Top 6 Editorial Classifications for Media spotted as religious in French, in the France vs anywhere:

. Same Top 6
. Stronger in Society, Lifestyle and Politics in France

How is Christianity covered?

Now, let’s focus on one religion. We picked Christianity, out of Buddhism, Hinduism, Islam and Judaism because its coverage is the largest within both countries.


The Top 6 Editorial Classifications for Media spotted as Religious > Christianity in both countries:

. Both have Society as #1 with heavy scores. 
. Both have Lifestyle, Politics, Human Sciences, Culture and Arts
. Only France has Medicine and Health
.Only USA has Education.

Interested? Let us know below:

Introducing Political Orientations Spotted in Media.

Learnings on Editorial Coverages: Far Left vs Far Right and US vs France.

New: We can now spot Political Orientations in Media! In a coming post, we will explain how we are able to do this.

In today’s post, we decided to analyze extremes in the Political spectrum, Left and Right and in France and the USA (we only considered editorial classifications greater than 1%):

Today, we’ve also decided to start with some of the learnings and give you more depth afterwards. (Let us know if you liked it?)

Mouse over to zoom. Click to full screen

Editorial coverages in both countries

Far Left: #1, Politics, #2, Society
Far Right: #1, Society, #2, Politics.

Politics+Society =
In the US: 46.3%, Far Left, 48.8%, Far Right
In France: 24.7%, Far Left, 29.3% Far Right

Political Party is a Far Left thing.

Political engagement high for both wings.

Unions but in opposite wings: Far Right in France and Far Left for the US

Lifestyle in both wings but covers Child, Teen and Youth in France and Masculine in the US.

Only Far Left in both countries covers Home

Editorial coverage specific to the US.

Both wings cover LGBTQ and Religion.

Both wings cover both Civil and Military Defenses.

Only US Far Right does not cover Foreign Affairs

Both wings cover Law > Constitutional and Criminal. Far Left also covers International

Both wings cover Human Sciences > Philosophy

Editorial coverage specific to France.

Both wings cover Immigration and diversity

Only Far Left covers Social and Labor

Far Left does not cover Medicine and Health

Far Left does not cover Human Sciences

In more depth:
Spotted Far Left in France

Politics – 14.9%
Public Services (Social/Health) – 9.1%
Foreign Affairs – 2.1%
Government – 1.7%
Political Party – 1.2%
Society – 9.8%
Political Engagement – 5.1%
Immigration and Diversity – 2.1%
Law – 9.1%
Social and Labor – 6.4%
Economy and Enterprise – 9.0%
Economy – 1.5%
Employment and Unemployment – 1.0%
Medicine and Health – 6.3%
Care – 3.2%
Lifestyle – 5.8%
Child, Teen and Youth – 2.8%
Home – 1.3%

Spotted Far Right in France

Society – 19.2%
Political Engagement – 8.2%
Misc News – 4.5%
Religion – 2.5%
Immigration and Diversity – 2.0%
Politics – 10.1%
Foreign Affairs – 2.7%
Political Party – 2.6%
Public Services (Social/Health) – 1.5%
Civil Defense – 1.3%
Government – 1.2%
Lifestyle – 6.9%
Child, Teen and Youth – 2.0%
Medicine and Health – 5.4%
Veterinary Medicine – 1.2%
Care – 1.0%
Economy and Enterprise – 4.8%
Union – 2.1%
Economy – 1.2%
Human Sciences – 3.9%
Philosophy – 1.2%
Psychology – 1.1%

Spotted Far Left in the USA

Politics – 29.8%
Political Party – 12.5%
Foreign Affairs – 6.9%
Government – 5.1%
Public Services (Social/Health) – 2.5%
Military Defense – 1.5%
Civil Defense – 1.0%
Society – 16.3%
Political Engagement – 7.7%
LGBTQ – 3.4%
Religion – 2.1%
Economy and Enterprise – 8.5%
Economy – 5.1%
Union – 2.9%
Law – 5.5%
Consitutional -2.7&%
International – 1.4%
Criminal – 1.0%
Lifestyle – 4.5%
Masculine – 2.8%
Home – 1.0%
Human Sciences – 3.9%
Philosophy – 2.5%

Spotted Far Right in the USA

Society – 26.6%
Political Engagement – 7.5%
Religion – 6.9%
LGBTQ – 5.4%
Misc News – 2.7%
Humanitarian Aid – 1.4%
Politics – 22.0%
Political Party – 8.9%
Government – 5.2%
Public Services (Social/Health) – 2.1%
Military Defense – 1.4%
Civil Defense – 1.2%
Law – 6.5%
Consitutional – 3.3%
Criminal – 2.2%
Lifestyle – 5.2%
Masculine – 1.5%
Medicine and Health – 3.8%
Care – 1.0%
Human Sciences – 3.7%
Philosophy – 2.6%

Got questions? Contact us!

Nielsen’s Ad spent vs TrustedOut Editorial classifications. What is bought, What is written.

Where advertising budgets went in Q1

The chart above is from MarketingCharts showing the Top 10 Advertising Categories in Q1 2020 using Nielsen Worldwide data. MarketingCharts adds: “Figures show the percentage share of advertising spend across 21 countries: Australia; Belgium; France; Germany; Indonesia; Ireland; Italy; Luxembourg; Malaysia; Netherlands; New Zealand; Norway; Phillipines; Portugal; Puerto Rico; Singapore; South Africa; Spain; Thailand; UK; USA.”

What was written in the past 3 months

Knowing where ad dollars went from January to end March 2020, we decided to compare with our AI-powered classifications in the past 3 months (3/3-6/3) to gauge if there was a correlation. TrustedOut, at this point of its development, solely focus on the US and France.

Reminder: the goal of this post is to match numbers between what is spent and what is written.

1/ Matching Nielsen’s categories and TrustedOut’s taxonomy

The 10 categories from Nielsen, representing 72% of the ad budget spent in Q1 must be compared to TrustedOut’s taxonomy of  24 branches and 292 classifications.

We use this method of matching 2 taxonomies with large accounts so they can continue to use their own.

For this exercise, we asked our Head of Information and Editor in Chief to do the work.

2/ Editorial weights per country over a period of time

Each and every article is profiled to get its weight in the relevant classification (here’s how TrustedOut works).

Example: This article from CNN: American Airlines expands its US flight schedule for July is classified as:

59.6% Industries â€ș Transportation â€ș Air
40.4% People â€ș Entertainment And Leisure â€ș Tourism And Travel

3/ What is spent and What is written

The cumulation of those weighted classifications over a period of time gives the Editorial weights as shown in the table below

A dry run to demo capabilities.

We are comparing 2 different periods of time, January-March for Nielsen and March-May for TrustedOut and 2 different geos, 21 countries (including France and the US) for Nielsen, and 2, France and the US, for TrustedOut to showcase what can be read from this exercise.


Of course, we offer these analytics to customers with selected set of data.

72% bought vs 36-40% of what is written

Or, another way to say it, 60+% of what is written is NOT within 70+% of budget spent.

Screaming Opportunities…

According to Nielsen, Food attracts 8.9% on Ad Spent but the Editorial Offer is only 1-1.3%.

Yes, we are talking ad revenues that have to do with page views. But when the discrepancy is so important it might be a good idea to boost exposure of those pages and since dollars are coming in, to have more pages to satisfy the demand.

… and Crowdy areas

To the contrary, Entertainment gets 7.5% of the budgets but has 12.4-14.6% of Editorial offer. Might be a good idea to switch to more ad-opportunistic classifications

Editorial reactivity

An interesting case is the Top1: Healthcare. More than 1 USD over 10 spent on this Nielsen category. And, again, that’s for January-March 2020. In the past 3 months, TrustedOut measured 6.8-7.2% which high compared to normal times before Covid-19.

To gauge if this focus did last over time, we looked at the numbers for the past month (compared with past quarter):

+91% articles on Healthcare in the US. +53% in France.

Actions from here.

Our goal is to help make greater decisions with greater insights.

For Ad buyers: Be Nielsen in this example.

Contact us with customer budgets and let’s map the Editorial opportunities. Basically, you will replace Nielsen in this example and compare your numbers with ours, updated daily to optimize your ROI.

For Publishers: Get more inventory where budgets are.

Contact us with the projection you have on ad spent trends and let us map how to be best positioned in terms of inventory and competitive offering.

Interested? Contact us!

Helping Brand Managers address the Football lovers market

TrustedOut Quadrant for Football lovers

In a previous post we explained the TrustedOut’s Benefits and its Quadrant: A unique way to address Marketing and Advertising related to a market.

Let’s focus today on American Football Lovers and how TrustedOut can help Brand Managers.

Brand Managers:
Delivering a True Brand Consistency.

From the Quadrant:

1. Total Brand Safety

Brand Managers will want to totally secure their brand with a Whitelist made of their trust criteria:

  • Country is the US
  • AND Sources must cover Sports>Football (to broaden the number of media) over the past week (to ensure all classifications amongst the latest news)
  • AND Sources must cover Sports>Community over the same period of time
  • AND NOT be perceived as toxic
  • AND NOT be sensed as being politically extreme.

Corpus looks like this:

… representing 409 media with 845 sources and about 9,000 articles a day and 1.5M abstracts from the past.

Whitelist will be download or, even better, connected with a partner DSP:


This whitelist will drive the ad campaign to ensure, only media validated by the Brand Managers, will expose the brand.

2. Aligned watch and alerts

To make sure everyone within the company and partners are aligned and up-to-date with the targeted market, here Football Lovers, the Corpus will be modified like this:

  • Country is the US is replaced with Language is English for this watch
  • AND Sources must be dedicated to Sports>Football to narrow the coverage and watch the most important and dedicated ones.
  • AND Sources must be dedicated to Sports>Community over the same period of time
  • AND NOT be perceived as toxic
  • And removed the Political criteria to be aware of special treatments.

… representing 46 media with 57 sources and about 127 articles a day and 44.5k abstracts from the past.

This Corpus is download in the OPML format, ready to be imported in your favorite RSS Reader, Alerts, Newsletters tools.

3. PR Measurement

In this example, the Brand Manager wants his/her brand to be recognized in the Digital space. For that, he defines the perimeter where the brand must be seen and wants to make sure articles will be analyzed.

  • We will reuse the Corpus made for Whitelistings
  • And removed the Political criteria to be aware of special treatments
  • AND add Sources must also cover Digital Life OR Digital Tech

… representing 21 media with 27 sources and about 731 articles a day and 95.3k abstracts from the past.

One way from here is to download the list of articles in a CSV format and import those lists in Excel to add comments and scores for PR effort measurements


Read the equivalent of this post on Soccer in France

Stay tuned for the part: Advertisers

Interested? Let us know?

Covid-19 Editorial Trends. Why it matters to Advertising and Marketing.

TrustedOut. All rights reserved. (data as of April 22nd 2020)

How do Editorial focuses evolve with the Covid-19?

Covid-19/Coronavirus is a major disruption in almost everything. It has been the main focus of all major media for weeks.

Now that weeks are passing by, we wanted to have a look at any evolution of the Editorial focus on media.

Mapping the difference in focus on Industries > Healthcare.

We picked a classification, Industries > Healthcare and a region of France, the East, selected regional newspapers and compared how the main classifications of those titles evolved over the past week vs the past month. And mapped those delta in focus.

Focus shifting?

Finally, as shown above, per title, we displayed what has been the past week focuses (top classifications).

Why it matters.

For a publisher: Precise Editorial Pulse.

Knowing your product critically matters.
And it cannot be self-declared or self-appreciated.

To get a live and precise picture, on how, within a region, this title compares with others. Voluntarily or not, it does matter for the title brand sake to know where it goes and stands.

For an advertiser: Perfect Content Targeting.

Right content for the right message, measured at the moment of insertion.

Content targeting is even more important with the changes in cookies. Not only content profiling must be done right and provide the best insights on classification but it must be done at insertion time because appreciations on content vary over time and what was at publishing time may not be the same at insertion time. (More info and example here)

For a brand manager: True Brand Consistency.

As Warren Buffett says, “It takes 20 years to build a reputation and 5 minutes to ruin it”
Branding consistency is vital.

Brand must be safe, everywhere, but also stay consistent. The only way to ensure both is to define your trust and get the media corresponding. Key for Whitelisting in campaigns, internal watch and external communication.

For an analyst: Mandatory Corpus Trust.

Content used for any analytics (the Corpus), must be trusted to trust the decisions made from it.
“If it’s not Trusted In, it cannot be Trusted Out”

Any analytics, any Business Intelligence is a 3A process. Aggregation of the content/data to be used, Analytics of those, Action taken from the Outcome of Analytics. You can have the best Analytics and Action algorithms and staff, it is not only useless but dangerous to make anything from it if you don’t trust the Content and/or data to be used.

Questions? Let us know!