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

 

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

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

Click on the chart to zoom in

Lowering granularity in content intelligence.

We demoed you don’t have to choose between Brand Safety and Performance in our recent post: TrustedOut for Xandr: Branding AND Business Performance.

From Sources Whitelisting for BI and Domains Whitelisting for AdTech, we’re now offering curation at the URL level.

Delivering URLs your analytics and ad campaigns need. Now.

This lowest level of granularity is now available to Analytics tools for the BI sector and your DSP for the AdTech sector.

Process remains the same, as simple as possible: As shown in the chart above:

  1. Create your Corpus with your definition of content you trust: taxonomy with level of expertise, content from publishers perceived toxic and political, religious or satirical orientations.
  2. Get corresponding URLs delivered to your BI system or your DSP in a timely manner.
  3. Voila.

AdTech test drive: A/B testing with vs without URL Whitelisting.

You now know we love A/B testing 🙂

So did a new one to compare the very same campaign, very same creatives, very same budget. One campaign with TrustedOut URL Curation and one withtout TrustedOut.

Here’s what we noticed:

Budget: Much better Click-Thru-Rate.

Measured CTR is the ratio clicks vs measured impressions. CTR with TrustedOut is significantly better.

Branding: Much better Viewability.

Viewability Rate is the percentage of ads which are actually seen by a user.

Prospects: High profile from huge percentage browsing on mobile.

  • Upper Socio-professionals. (Harris)
  • Greater attention span. (PEW)

Want to give it a shot? Contact us!

contactus@trustedout.com

or

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

Is the content you base your decision on the one you trust?
Is your brand appearing within sites you trust safe?

To make sure you answer yes to those questions (and more like where is focused your PR effort, are you tracking the right market…), TrustedOut is proud to offer, a posteriori profiling report.

It’s never too late. To know and fix.

As shown in the graphic above:

1/ Get the list of sources/media from your analytics tools and/or your DSP

Simply export the list of sources and/or media used for your analytics or get the list of domains from your DSP or ask your ad agency. This list can be in CSV, XLS or else in text format.

2/ Simply use the new “is in file” condition

New in TrustedOut is the “Files” menu. Upload your CSV or XLS made of your sources/medias as seen in previous step

Add the new condition for “Website”: “is in file” and select your CSV/XLS

3/ Click Report. Voila.

A real example?

Of course, we will keep this example anonymous. The privacy of people who trust us is top priority for us.

From an ad campaign, not using TrustedOut for its curation, we got the CSV file of all domains where a bid was won and thus, the client’s brand was exposed.

The Corpus producing the Report is dead simple but you can use this new filter line to dig into taxonomy, Spotted as, Countries, Languages etc…

Let’s go super simple. 1 line. That is it.:

Again, to keep this example all private, we won’t show the real and full report but here are few pages

Is your brand exposed in editorial focuses you want?

TrustedOut Report shows the editorial evolution of the domains where your brand was exposed.

Of course, the same applies to a list of sources used for your strategic decisions out of your analytics tools.

Is your brand exposed in sites spotted as toxic, political, religious or satirical?

Do you truly knew your brand was exposed there?

In our example, the client didn’t know and didn’t want to be seen on sites perceived as Far left or Far Right.

Well, just to mention one, its brand was on Breitbart. And more…

In the country and language you picked?

Client aimed for France and French.
TrustedOut found only 58.9% were in French and less than half in France.

The Solution: Use TrustedOut to ensure your curation is made of the content you trust.

In the example above, we offered a different whitelist made of media in France and in French, the desired taxonomy, both in expertise level, over a chosen period of time and blocked all toxic and extreme political orientation. We could do more.

Straight forward:

We encourage you to read this post: TrustedOut for Xandr: First results

Want to test drive?

Contact us to see if you qualify for a free report (large ad agency, enterprise, in the US or in France).

or email us at contactus@trustedout.com

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

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