Infectious Media and Trust Metrics Deliver Site Scoring for European Tastes

LONDON, June 27, 2011 /PRNewswire/ -- 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
[email protected]
+44 (0)20 777 555 97
www.infectiousmedia.com

Deidre Sullivan, Trust Metrics
+ (917) 284-9676 ext. 0
[email protected]
www.trustmetrics.com

SOURCE Trust Metrics