TrustedOut + Digimind partnership. It’s official.

Publicly announced last week at our event, Press releases of our partnership are now out, and we’re very excited and proud.

English PR is here and French PR here.

And if you missed it, here is the deck and demo.

Deck and demo from our 1st public event: TrustedOut+Digimind.

Questions? Need for a demo? Let us know!

Google to the local media rescue.

Google to the local media rescue.

As a follow up to our post originally posted 1/17, updated 2/19, here’s the march update, in a separate post as we’re covering here a Google initiative.

Saving journalism. [updated 2/19/19]

The Local Experiment Project.

[this post is inspired by an Axios post] “Google is launching the Local Experiments Project, an effort to fund dozens of new local news websites around the country and eventually around the world.

Financially supported. Editorially independent.

The tech giant says it will have no editorial control over the sites, which will be built by partners it selects with local news expertise.”

The Compass Experiment.

Is a partnership between Google and McClatchy to launch three new, digital-only local news operations on multiple platforms.

  • McClatchy will maintain sole editorial control and ownership of the sites and Google will have no input or involvement in any editorial efforts or decision making.
  • Google says the investments will be significant. “We will be spending many millions of dollars on this overall,” says Richard Gingras, Google’s VP of news.
  • McClatchy will choose 3 cities that are less than a half million people for the site launches. It hasn’t announced any hiring plans, but people familiar with the efforts say there will eventually be people on the ground in those cities.
  • Smaller cities will be the focus. McClatchy CEO Craig Forman says it’s targeting cities with less than a half million people because that’s where local news decay is worst. Gingras says those cities are important because people there have a strong sense of community, which can harder to tap into at the metro and national levels.

Between the lines: McClatchy will be the first of many “experiments” within the Local Experiment Project. The goal is to use the lessons from McClatchy’s efforts, and others in the future, to create a network of shared insights that can be leveraged by everyone in the local news business.

Next? The World!

What’s next: If successful, Google may expand its tools and services to enable others to launch similar sites in other places in the U.S. and around the world. Gingras points to examples of news sites in Canada, France and the U.S. as examples of local news businesses that can thrive with the right strategies and investments.

If you are in Paris on April 11th, 9-11am, come and see us! Registration here.

Questions? Shoot!


TrustedOut + Digimind = Trust in your Sources means Trust in your Analytics.

Register to the event

Mark your agenda!

April 11th, 9-11:30am. Paris, Champs Elysees. Register here!

Trust in the content you analyze, Trust in your analytics.

We will demo TrustedOut Corpus Intelligence to provide tailor-made content, precisely defined by the analyst and how it impacts analytics to make secure, solid and trustworthy decisions.

Discover why we say “TrustedOut Corpus Intelligence makes Intelligence smarter and trustworthy.”

Register asap to secure a seat!

Our new site is live!

Photo credits: Florent Solt (yes, our Florent!)
Photo credit: Florent Solt (yes, our CTO and co-founder!)

The new

… is designed to be clearer, cleaner, more efficient and optimized for mobile.

Thanks everyone for your feedback and suggestions on the previous version of our site and special thanks to our beta testers. Seems you all love this new version. We couldn’t be happier!

Et bien sur,

… pour le site en Français.

“The overwhelming fakeness of today’s internet”

Less than 60% of today’s internet is human. The rest are bots.

Credits: Axios. Image taken off the article page.

Great article from Axios on today’s internet falseness.

Yes, we agree with theThe big picture.”

“Everything that once seemed definitively and unquestionably real now seems slightly fake; everything that once seemed slightly fake now has the power and presence of the real,” Max Read writes for New York Magazine.”

And yes, we also agree with “Why it matters.”

Legit media companies and businesses need to be making decisions for their human customers. That gets harder for everyone when bots and fake metrics swamp the internet.”

This sounds in line with our recent article Optimism and method for greater trust in media. and, of couse, our Corpus Intelligence.

Top 2019 predictions: Privacy and Transparency

In this Forbes article, 12 C-level leaders share their predictions for 2019.

Top predictions, results of a lesson learned the hard way: 2019 will be the year of Privacy and transparency.

Hereafter are our favorite parts from the article:

In 2019, Marketers Will Strike the Right Balance of Personalization and Privacy.  Lynne Capozzi, CMO, Acquia

“… 2019 will be the year that marketers not only prioritize data privacy, but they start to get the balance right — offering the appropriate amount of personalization and privacy to build customer relationships based on trust. Consumers will continue to challenge brands to do so — otherwise they’ll move on. …”

Transparency Will Make Much Bigger Cracks Within the Digital Ecosystem as CMOs Prioritize Tech Partners.  Mike Pallad, President, Undertone (cross-platform synchronized digital marketing for the world’s most prominent brands)

“…In the coming year, the demand for transparency will finally force marketers to choose only the tech partners that most empower them to understand the reach, frequency, and impact of their campaigns (across all of their digital partners), allowing them to spend in the most intelligent ways….”

CMOs Will Stop “Going with Their Gut” And Truly Harness Data to Make Informed Decisions.  Matt Sweeney, President of Xaxis North America

86% of US brand marketers plan to invest in outcome-driven media over the next 2 years. In 2019, CMOs will make strides toward outcome-driven media, allowing them to tie their media metrics more directly to their business goals. … By truly harnessing their data, CMOs will no longer need to go with their gut instincts when making media investment decisions. They will be more agile with their budgets and media strategies, using data to deliver better returns and deliver the best consumer experiences.”

Better media, greater profiling.

Our takeaway here is two folds:

An opportunity for an improved trust in better media.

In our previous post, Optimism and method for greater trust in media., we wrote “to improve media should have Journalists to defend themselves and improve with more accuracy, more transparency and less bias with recognized sources and countered partisan perceptions led with their media brand values.”

This prediction confirms our reading of Gallup and Axios.

A strong need for media profiling.

As media strengthen their brand values and, at the same time, Marketers will get less intrusive customer data, they will rely, even more, on analyzing the media pulse within their well defined audiences. This is the market purpose of TrustedOut.

As this profiling must not be biased and permanently updated, only an AI-operated profiling can deliver this. This is the tech foundation of TrustedOut. 

Of course, do not hesitate to reach out if you have any questions.


The ancestor of TrustedOut

In this documentary about Edward Bernays, the father of Public Relations (and Sigmund Freud’s nephew) from the BBC, which we highly recommand in its integrality, you can watch the impact of news manipulation and how officials advised citizens to qualify sources they trust. Sounds familiar?

80+ years later, with the help of AI and many other technologies, we now can have this qualification automated, on large scale, AI-operated unbiased and permanently update:  TrustedOut and its Corpus Intelligence.

Taxonomy DNA (cont.) – comparing a specialist vs a generalist

Following our Introduction to Taxonomy DNA, we would like here to showcase the sensitivity of our AI-operated taxonomy.

Comparing a specialist, Techcrunch, and a generalist, the New York Times – Technology.

Taxonomy DNA views: Both 12/18/18, 3% threshold, 7 day rolling learning (a post on this later on).


Techcrunch – Taxonomy DNA – 12/18/18 – 3%,7d

The New York Times – Technology

the New York Times – Technology – Taxonomy DNA – 12/18/18 – 3%,7d

Top 10 categories

Interesting to watch the 4 first categories been the same with more on people for the NYT and more on Industries for Techcrunch., then NYT has Law, Politics, when Techcrunch has Finance and Hardware.

Finally, AI was pretty precise to classify Lifestyle and Digital Life for the NYT and Digital Tech for Techcrunch.

Why it matters.

TrustedOut Corpus Intelligence permits our users to create and maintain corpuses, precisely shaping out their definition of their trust for their analytics. With the example above, shall a study be on Tech AND Law, the NY Times – Technology section would be selected and not Techcrunch.

Like for any survey, the sample onto which the survey will be based on, makes or breaks the trustworthiness and the serious of its outcomes.

Trusted in, Trusted out.

Below is an example of the Corpus creation UI in TrustedOut.

The screenshot above comes from the “Country comparisons” Business Case.



Introducing Taxonomy DNA

The New York Times homepage Taxonomy DNA.
12/14/18-3% threshold-7 day rolling learning.

The New York Times Homepage – 12/14/18 – 3%,7d

AI-Operated Taxonomy.

As you could read in the FAQ, “TrustedOut makes Intelligence trustworthy with its AI-operated media profiling, TrustedOut brings Corpus Intelligence to feed analytics tools, so business managers can make strategic decisions on sources they do trust”.

Collection and Classification.

TrustedOut media profiling uses 2 different methods: collection and classification to permanently feed and update its media database and thus, our user corpuses.

Today, let’s focus on the latter, AI-Operated Classification:

Our taxonomy (the hierarchy and list of all classifications) is now stable. AI continues to learn and classify media and sources at all times.

At very moment, our taxonomy has 3 levels of categories:

  • 4 level1 (trunks)
  • 17 level2 (branches)
  • 291 level3 (leaves)

Comparing New York’s NYT homepage and San Francisco’s SFGate Bay Area News.

Below are the top10 categories for both sources.
Interesting to compare and see, amongst other things, Transportation, Bus in particular appearing in SF and Politics, Law in NY.
Reminder: Here, we are not talking about articles topics but in what categories we are classifying sources (feeds) and thus medias.

SF Gate – Bay Area News New York Times – Homepage
People 48.1%
General 44.9%
Industries 27.5%
People 39.0%
Industries › Transportation 20.1%
General › Politics 26.1%
Sciences 18.1%
General › Law 11.5%
People › Society 13.3%
People › Society 11.4%
People › Public Services 10.0%
General › Politics › Government 8.7%
Industries › Transportation › Bus 8.1%
Sciences 8.1%
People › Public Services › Emergency Services 8.0%
Industries 8.0%
People › Sports 7.0%
General › Politics › Political Party 6.6%
People › Society › Misc News 6.7%
People › Culture And Arts 6.0%

The 2 Taxonomy DNA views

New York Times – Homepage

The New York Times Homepage – Taxonomy DNA – 3%,7d

SFGate – San Francisco Bay Areas News

SFGate Bay Areas – Taxonomy DNA – 12/14/18 – 3%,7d


Corpus Intelligence in action

In our example above, if a TrustedOut user wants to get some insights on Transportation in Buses in America, she/he will use the condition “Taxonomy is Transportation>Bus” AND “Country is USA” in the Corpus definition (UI below). In this case, and with the taxonomy setup (threshold and sensitivity will be covered in another post), only the source for SFGate will part of the Corpus.

The screenshot above comes from the “Country comparisons” Business Case.