Content Graph
What each page or video is about after we have read and vectorised it.
Inventory
What the Trusted Web means
Handpicked publishers, read before we buy, audited unit by unit. Here is what that actually means.
The Trusted Web is where people actually read: 500+ publishers we have audited page by page.
The Trusted Web is the supply we can answer for. Admitted against published criteria, read before any ad, checked slot by slot. Direct under contract, Extended through the marketplaces those publishers already use.
Placement Graph
What every audited placement has delivered, recorded unit by unit.
The Trusted Web is a positive choice of publishers, made page by page.
Blocklists start from everything and remove what looks dangerous. The Trusted Web starts from nothing and admits what proves itself.
Buying blind
- A domain and a category
- An inferred audience
- A price set by the auction
Buying on what we read
- The content itself, read
- The placement, audited
- A price agreed before the campaign runs
What a buyer can hold us to
You can check everything on this page: the standard, the list and every removal.
The criteria, published and versioned. The removals log, dated. The slot check, slot by slot.
Questions
The Trusted Web, explained
What is the difference between Direct and Extended?
Direct is supply under direct contract with the publisher: the commercial relationship is C Wire's, the integration is done with the publisher's ad ops team, and Impact formats are available. Extended is the same screened supply reached through the marketplaces those publishers already sell through. The publishers are handpicked, the pages are read and the slots are checked exactly as on Direct; only the contracting route and the depth of integration differ.
How does a publisher get in?
By passing the published inclusion criteria: editorial independence, human authorship, disclosure and technical quality. The criteria are public and applied by C Wire. There is no fee, no application and no way to buy admission. Once admitted, a domain is crawled continuously and pages are read in full.
What is checked on an ad slot?
The slot is observed on a live page: size, position relative to the article, surrounding clutter and behaviour on scroll. A strong page with a cluttered, obscured or badly sized slot does not carry C Wire formats until the slot is fixed.
Can a publisher be removed?
Yes. Admission is earned and can be lost. Every removal is logged with its date and its reason, and the log is published.
Is YouTube part of the Trusted Web?
No. YouTube sits outside this supply. There, MatchPersona matches the same personas to channels and videos and C Wire manages the activation, and we say so wherever YouTube is described.
Where do the 500+ publishers come from?
Nine markets. The domain count by market, the date of the last screening and the removals log are published on the supply page.
Next step
Bring us a brief.
A brand, an objective, a market. We build the personas and come back with a price. The personas are yours either way.