Infectious Media and Trust Metrics Deliver Site Scoring for European Tastes
By Trust Metrics, PRNESunday, June 26, 2011
LONDON, June 27, 2011 -
New Model Reflects European Preferences and Attitudes for Accurate
Targeting
Infectious Media, the intelligent online display specialists,
today announced it is working with New York-based Trust Metrics to
deliver a custom site-scoring model tailored to the preferences and
attitudes of the European market.
The model uniquely gives sites a quality score, which takes into
account editorial content as well as brand safe appropriateness,
and does so at scale and speed, allowing Infectious Media to
confidently determine whether to include sites in client campaigns.
This work for Infectious represents the first time Trust Metrics, a
New York-based organization has developed a model for a market
outside North America.
Trust Metrics quickly and accurately rates sites on their value
as advertising environments using thousands of factors to evaluate
digital content and site construction, before serving a site
analysis as a single rating. These ratings then form a data layer
within Infectious Media’s own Impression Desk™ technology, allowing
the company to create quality, brand-focused audience networks,
with confidence that advertising only appears on appropriate sites.
Prior to working with Trust Metrics, Infectious Media
augmented its site scoring through manual rating, an often onerous
and time-consuming process.
“Other automated solutions tend to be limited in the criteria by
which they rate sites,” said Andy Cocker, co-founder of Infectious
Media. ”We liked Trust Metrics’ holistic approach as it adds
editorial context to our site classification process, but we felt
it needed tailoring to reflect the way our clients think.
Working together we were able to weigh elements such as user
generated content and profanity; evaluate sites often difficult to
score such as gaming and dating sites; as well as validate how
editorial content is rated, all in ways that reflect European
preferences and attitudes.”
Custom models by their nature are designed to make the media
buying process more efficient and productive. “Custom ratings do
three important things, ” said Andy Lerner, CEO at Trust Metrics.
“First, they give media buyers and their clients a way to quickly
identify where there are great brand environments with lower CPMs;
second, the ratings weed out the problem sites; and third, the
ratings become powerful planning tools because all this information
is generated before any media is bought.”
The new model is already being used by Infectious Media and will
be further enhanced to deliver real-time scoring in the coming
months. ”Once we have the Trust Metrics scoring working in a
real-time environment, the model will be unrivalled–further
enhancing the value we offer to our clients,” said Andy Cocker.
For further information please contact:
Zoe Steventon, Infectious Media
+44 (0)20 777 555 97
Deidre Sullivan, Trust Metrics
+ (917) 284-9676 ext. 0
Deidre@trustmetrics.com
.
Tags: June 27, London, Trust Metrics, United Kingdom
