Overview of this campaign

TrustIQ was built to make Trustmedia’s premium, privacy-compliant first-party audiences and contextual targeting usable at scale – by every seller and understood by every advertiser, including non-technical direct clients. Before TrustIQ, translating a brief into a bookable proposal relied on manual spreadsheet lookups, repeated “segment translation” requests to scarce specialists, and long email loops.

Our objectives were:

• Speed: reduce time-to-first proposal from days to minutes via a conversational workflow that guides users from brief to targeting to booking.
• Quality: standardise how segments are selected, validated, and packaged (including Google Ad Manager codes), reducing omissions and setup errors.
• Transparency: make recommendations explainable – clearly stating why a segment fits, what it will deliver, and offering alternatives when inventory is constrained.
• Scalability: productise expert knowledge so growth in data-driven campaigns does not require proportional growth in central specialists, while also shortening time-to-market for new segments and product variants.
• Responsibility: operationalise GenAI safely with no access to personal data, read-only API retrieval, governance aligned with GDPR, and traceable outputs through logging and a “no-guessing” rule (the system must say “not available” when it can’t source a valid segment).

Ultimately, TrustIQ aims to help advertisers activate premium, brand-safe targeting in trusted journalistic environments more efficiently – supporting sustainable revenue that funds De Tijd and L’Echo’s journalism.

Results for this campaign

TrustIQ launched externally in early December 2025 after internal pilots in November 2025, so results are still accumulating. Even so, early impact is clear.  

• Faster proposals: TrustIQ compresses the step from brief to bookable plan from days to minutes, replacing Excel lookups and ad-hoc specialist support. Sales can explore targeting live with clients; AdvOps receives booking-ready Google Ad Manager codes, reducing back-and-forth and setup questions.
• Better buyer experience: Proposals are more consistent and transparent, with clear rationales (“the why”), feasibility checks, and fallback options when inventory is limited—especially valuable for non-technical advertisers.
• Scalable commercial growth: In 2025 Trustmedia achieved almost 11% growth in display campaigns in a declining market, largely due to its data strategy. TrustIQ is designed to sustain this momentum without adding specialist headcount by embedding expert know-how in a reusable GPT-to-API framework and accelerating time-to-market for new segments/product tweaks.
• Responsible AI in production: TrustIQ prevents “AI guesswork” in an operational context. The model can only recommend segments returned by a read-only source-of-truth API and must respond “not available” otherwise; outputs are logged and expose no personal data—only segment metadata and technical specs.

We track success through KPIs including time-to-first proposal, reduction in support and setup time, segment-code accuracy, adoption in client meetings, and user feedback.

Contact

To contact a company representative about this campaign, click here for the INMA Member Directory