Internet has a major role on our society.
Advertising has a major role on the Internet
In other words, Advertisers money fuels web sites that have a major role on our Society. We already know the impact on elections, but is it limited to it?
Advertisers to publicly list where they advertise.
In France, to fight hate speech, Senators passed an amendment in mid-December 2019 on a law named “Avia law” requiring brands to know where their online advertising campaigns are running and to keep a public list of those sites.
Programmatic advertising could be impacted.
Discussions were held on how to make online advertising actors, in particular brands and their agencies, responsible for the financing of illegal content. An amendment by MP Eric Bothorel (withdrawn for now), provided for penalty of up to one year’s imprisonment and a fine of up to EUR 250 000 against advertising brands, their agency representatives and advertising service providers if their advertisements are purchased on sites whose hateful nature has been determined as such by a court decision.
According to The Guardian this French law “could be copied across Europe.”
Helping publishers and advertisers.
On Tuesday, December 17th 2019, the French Senate did adopt a modified version of the original bill:
The new text stipulates in particular that “advertisers shall publish online and keep up to date at least monthly the information relating to the places where their advertisements are placed which are communicated to them by sellers of advertising space on the Internet, pursuant to Article 23 of Law No. 93 122 of 29 January 1993″ (known as the Sapin Law, editor’s note).
Using an AI-powered media profiling 3rd party.
To be efficient, media profiles cannot be self-declared by media themselves. The profiling process must be transparent, unbiased, universal and always up-to-date with the current context.
TrustedOut provides those informations on Media, Sources and/or Articles:
1. To the buyers of ad space.
Say ACME wants to run an ad campaign on media covering the Aerospace and Defense Industry in France.
The corpus will look like this:
Profiling, reporting and updating every month those 90 media, 171 sources, 2+k articles a day, can be cumbersome and open to mistakes.
Instead, TrustedOut produces those reports on a media, say here “Lignes de Defense”, showing toxic profiling, such as Hate news, but also Political orientations and the sources qualifying for the campaign.
In this report, and over the past 30 days, the media and all its sources have covered the following classifications:
ACME, the advertiser, combines the white list of its campaign and the reporting desired by the coming laws.
2. To the sellers of ad space.
Lignes de defense can produce a report solely focused on its media with all combined sources, or a report per source.
In addition, Lignes de defense can dig into each article it publishes and view how the article is profiled.
We do encourage to (re)read the 2 posts on article classifications sensing Editorial Orientations
The need for a new source of intelligence in targeting
Advertisers want a perfect targeting for their campaigns. With the end of 3rd party cookies, Advertisers will have to rely on other sources of intelligence to target the perfect page for ad insertions.
No self-declaration. No bias.
TrustedOut is totally independent from any preset lists and is entirely powered by AI using countrywide published content. This guarantees our content profiling to be unbiased, universally able on any matter and always up-to-date. We do NOT use any self-declared data coming from anyone. We listen, profile. All the time.
Dialect detection means no dependence on keywords.
How can you, for example, target the Healthcare Industry? With a list of keywords? Who did it? Is it up-to-date?… Hard to manage. Instead TrustedOut listens and profiles everything published and keeps on learning the words and expressions, the “dialects” (or “bags of words”), for each and every classification. This way, the definition of “Healthcare, in our example, always captures the words and expressions used for this targeting. No worries. No lists, potentially biased and out-dated. You are covered. Always.
Profiling Intelligence must be at insertion time.
Content perception varies upon time. A page/an article can be perceived primarily in one classification and, over time, in another one. In this example, we see first “Employment” at publishing time and 3 weeks later, “Seniors”. Same with the dialect words and expressions, it all evolves over time which is key for a perfect targeting.
For the Publisher:
The need for a precise, external and unbiased product pulse.
Like any business, publishers need a trustworthy, unsolicited, unbiased look at what they publish. This goes for articles, feeds/sources and the whole media (distinct domain). Not only this is critical to pilot a business but also to compare with others.
The end of self-declarations for special ops.
TrustedOut provides always-up-to-date profiling of a section or the whole of a media. It also provides trends which can be compared. The end of self-evaluations, self-declarations for a more trusted relationship with your sponsors and commercial partners.
Editorial trends and KPI measurement.
TrustedOut profiles published and exposed content. All of it and at all time. This means measuring editorial trends and positioning. Amongst a media and across a market, a region or a country. Mapping Editorial trends pictures how one reacts to a matter in depth and in time. Finally, it also measures performances and the balance of demand/delivery.
For the Brand Manager:
Brand Consistency Builds Brand Awareness
Marketers know Brand Consistency is key to build and keep awareness and credibility. To keep brands consistency, brands must be totally safe and not appear in an environment not consistent with its values. TrustedOut allows Marketers to define the content appropriate for their brands and get corresponding Whitelists where to deliver the right communication.
Consistency, inside and outside.
Branding is not reserved to marketers. Everyone within an organization, employees, board members, partners and, of course, customers and prospects should all have access to a curated list of sources related to the brand.
Consistency in PR goals and measurements.
Direct your PR efforts to where you want your brand to be and use our instant profiling to measure evolutions and progresses. Define KPIs with your PR departments and measure your ROI on a classification, a perception, a competition.
For the Analyst:
Must trust the Content in to trust the decisions out.
The mandatory first step in any analytics is to trust the content/data you are going to analyze. If you do not, results will be unreliable and worst, decisions you are going to make might be dangerous and disastrous to your business and brand. Bottom line: if no trust in, then no Trust Out.
Who reacts to what, and how.
Analyze how an event, product launch or local news, are classified and where. A great source of insights on how to prepare for a new launch or positioning.
Watching the future.
Industries keep on evolving. Be on alert about what technology is popping up, how it is received amongst content oriented, political or else, and where it is happening.
For content selection: AI-powered classifications can sense Editorial Orientations AND Evolution over time. Keywords cannot.
For years, access to knowledge was all about the presence or absence of keywords to trigger the selection of content: A 1-dimensional access, keywords based, to knowledge. Linear. Limited to 0 (absent) or 1 (present).
Last week, we covered the first advantage of AI-Powered Classifications vs keywords based selection, Editorial Orientations, and showed how the same event, on 3 different publications can have different Editorial Orientations.
This is an additional dimension to access knowledge.
Let’s now have a look at a 3rd dimension: Sensitivity over time.
Perception of an event evolves with time, so do our AI-Powered classifications.
France has been through a lot of social movements with the pension reform the French government is pushing for.
From the beginning of the protests until now, the perception has evolved.
Let’s look at the same article and how AI classifies it at two different times.
Which means the day the article is published, we use Classifications Datasets (aka bags of words) on that very day.
Classification Datasets are also updated to sync with every single classification and sense the depth of expertise over time. This means some words can be in and out and with a different weight over time. This means classifications are set, by default, for the day an article is published but can be re-run on a different day and produce a different classification. Like in real life, your perception of something evolves with time.
Why it matters.
Simply because time is a vital dimension of perception.
Simply relying on the presence of keywords to select content for analytics, expose your brand via advertising etc… is dangerous.
What’s true at publication time might not be at analytics time, or advertising time…
In the example above, you may or may not want articles about “Seniors”. At publication time, the article was under the radar, 3 weeks later it is classified as “Seniors”. Is it still where your brand wants to be exposed? are those content the one you want to analyze today? do those articles matter for the education of your teams?
Relying on keywords that are present in content forever, not only does not give you the orientation of the content but is not sensitive to the evolution of perception. And as we know, in Marketing:
For years, access to knowledge has been ruled by keywords presence. Search engines, corpus selection for business intelligence, DSPs for online advertising, Brand Safety, Watch alerts…
All is about the presence or absence of keywords to trigger the selection of content: A 1-dimensional access, keywords based, to knowledge. Linear. Limited to 0 (absent) or 1 (present).
Keywords presence does not sense angles, subtlety and orientations taken by the author (nor the sensitivity over time. Today’s meanings are the same any other day).
For example, the presence of “Christmas gift” might be “ok” but is it in a context of “Military defense” and “Weapon”? Can you maintain queries excluding all related, always evolving dictionaries of synonyms and be sure your brand won’t be exposed?
After all, a word can have several meanings depending on its context and the time it is read. AI-Powered Classifications are the solution:
AI-Powered Classifications are adding 2 more dimensions: Editorial orientations and timing context.
Today, we will focus on editorial orientations detection.
Next week, we will explain the sensitivity to the time of publication.
Both, AI-Powered Classifications and keywords based selections are unbiased, universal and up-to-date. Because TrustedOut is AI-Powered, our machine learning guarantees the same non-humain, machine powered benefits.
1 General › Politics › Diplomacy
2 General › Politics › International
3 Industries › Aerospace And Defense › Weapon
4 General › Politics › Military Defense
5 General › Politics › Civil Defense
6 Industries › Energy › Nuclear Power
7 Industries › Aerospace And Defense › Naval System
8 General › Politics › Administration
9 Industries › Aerospace And Defense › Aerospace Systems
10 General › Politics › Government
1 General › Politics › Diplomacy
2 Industries › Aerospace And Defense › Weapon
3 Industries › Aerospace And Defense › Aerospace Systems
4 Industries › Aerospace And Defense › Missiles And Rockets
5 General › Politics › International
6 General › Politics › Military Defense
7 People › Society › Opinion And Idea
8 Industries › Aerospace And Defense › Satellite
9 General › Law › International
10 Industries › Aerospace And Defense › Aircraft
Here’s a summary of the classifications for the 3 articles:
A few remarks:
USAToday and Le Figaro top classification is Diplomacy. CBSNews is Military Defense
The 2 US articles have the same top 4. (in a different order)
Le Figaro does not have Nuclear Power in its Top 10
All have Military Defense. Only USAToday has Civil Defense
All have Aerospace and Defense > Weapon in their top 3
Only Le Figaro has Society > Opinion and Idea and Law > International in its top 10
For Industry > Aerospace and Defense, USAToday has 3, CBSNews has 4, Le Figaro has 5 out of their Top 10.
Here’s how TrustedOut saw the Aerospace and Defense Industry, back in October:
How AI-Powered Classifications are sensitive to the time of publication: Meaning, Classifications evolve with the time as our “bag of words” are permanently updated and why it matters… Continue to part 2/2
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.
Out of Edelman’s 5 recommendations, the 3rd one, Solve, don’t sell, resonates the most with us.
Brands vs Gov.: Critical. Faster and more effective.
More than ever, Trust in a brand is very meaningful, if not emotional. People believe Brand are playing a critical role in addressing the crisis and, believe Brands respond faster and more effectively than the government.
What we are fixing: Cannot trust what’s out of your BI Tools if you do not trust what’s in.
Business Intelligence is all about juicing data to get insights that will make better, smarter decisions.
You may have the smartest decision makers and have bought the smartest algorithm for your semantic analytics, if you do not rely on the content you analyze, you can not rely on any decisions you’re going to make.
How we are fixing it: Feed your BI tools with content profile you define.
1. Define what content you are looking for with TrustedOut
For example, you need some insights on American and eating and drinking. Ask TrustOut for:
Content in the US
Media must be talking about Eating and Drinking
but you are looking for the Lifestyle part, not the Industrial part, meaning you want to remove all about Food Processing and Food and Beverage Services.
= TrustedOut found 3,660 media with 9,292 sources
2. Review your Corpus
Next, Click on “Get” and watch Media and Sources Profiles…
3. Feed your BI tools
Now, you can “Connect” your list of Media and Sources (the Corpus) with your BI Tools or download in CSV the list. With “Connect”, TrustedOut will keep the list updated within your BI Tools. Watch a demo featuring our partner Digimind: