Content Graph
What each page or video is about after we have read and vectorised it.
Trusted Web
A positive choice of publishers, known page by page.
The Trusted Web is our network of 500+ trusted publishers. For every domain we allow, we build a Content Graph and a Placement Graph, so your campaign runs in content we know, on placements that deliver.
The Trusted Web is where people read: 500+ trusted publishers, known page by page.
What's in it for you
Real readers who come back.
Every publisher on the Trusted Web has significant direct traffic: people who visit on purpose and return.
Ads people accept.
Publishers who offer a good ad experience give your campaign attention and a credible place to be seen.
Content we know.
Every page and video is read and vectorised, and every placement is profiled and measured, before we bid.
How a publisher joins the Trusted Web
Meets our criteria.
The domain qualifies against the criteria below.
We read every page.
Our crawler reads and vectorises every page and video, building the domain's Content Graph.
We measure every placement.
Each placement is profiled and measured, building the domain's Placement Graph.
Ready for your personas.
MatchPersona can now match your personas to the domain's content.
What it takes to join
Significant direct traffic
Readers who come to the site on purpose and come back.
A good ad experience
A measured number of ads per page and pages that load fast, for readers and advertisers.
Open to our crawler
The publisher allows the C Wire crawler, so we read and vectorise every page.
Brand-suitable environments
Content that meets the brand safety baseline every campaign relies on.
Human, measurable audiences
Valid traffic and viewable placements, measured over time.
A transparent supply path
Sold directly or through a clear supply chain, with ads.txt and sellers.json in place.
Two graphs for every domain
For every domain we allow, we build two graphs. The Content Graph records what every page and video is about, read and vectorised. The Placement Graph records what every placement has delivered, profiled and measured. Together they mean every bid is based on what we know.
Placement Graph
What every placement has delivered, profiled and measured unit by unit.
Two ways to buy the Trusted Web
Trusted Web Direct
Publishers under contract with C Wire, integrated on the page, so every format runs, Impact included.
Trusted Web Extended
The same handpicked publishers through the marketplaces you already use, with Standard display and video, read and measured the same way.
A selection of the publishers we contract directly
and many more
Every domain screened against published inclusion criteria.
Trusted publishers are made by editorial teams who write for their readers.
Questions
The Trusted Web, explained
What is the difference between Direct and Extended?
Direct is supply under contract with the publisher: C Wire integrates with the publisher's ad ops team, and every format runs, Impact included. Extended reaches the same handpicked publishers through the marketplaces they already sell through, with Standard display and video. On both, every page is read and vectorised and every placement is profiled and measured.
What does a publisher need to join?
Significant direct traffic, a good ad experience, access for the C Wire crawler, brand-suitable environments, human and measurable audiences, and a transparent supply path with ads.txt and sellers.json. The Trusted Web criteria are public.
How is each placement measured?
Each placement is observed on live pages: its size, its position next to the article, the space around it and how it behaves as people scroll. What it delivers is recorded in the Placement Graph.
How does a publisher stay on the Trusted Web?
By continuing to meet the criteria. Every domain is crawled continuously and every placement is measured over time, so the Content Graph and the Placement Graph stay current.
How does YouTube relate to the Trusted Web?
YouTube runs alongside the Trusted Web through MatchPersona for YouTube. The same personas are matched to YouTube channels and videos, and C Wire manages the campaign.
Who are the publishers on the Trusted Web?
Established editorial publishers with significant direct traffic, from news brands to specialist magazines. The logo wall on this page shows a selection.
See your personas in a few minutes.
Your landing page URL in, the personas MatchPersona would plan against on screen.
Next step
Plan your next campaign with us.
A brand, an objective, a market. We build the personas and come back with a campaign proposal.