How important is it within media?
This was the topic of discussion during an online webinar held by The Media Leader and sponsored by The Guardian on 27 October.
The webinar featured an interview with Will Spence, UK and Ireland CEO at Initiative, to explore what trust means from the agency perspective.
A panel discussion followed, featuring thoughts from Duncan Chater, global chief revenue officer at Bloomberg Media, Imogen Fox, global chief advertising officer at The Guardian and Cath Waller, managing director of advertising at Immediate Media.
Talking points included the role of trust in navigating the increasingly fragmented, complex and technical media ecosystem.
AI was also highlighted as a key driver of change in how the industry interacts with trust and how increasing confidence in the unknown is the essence of trust.
Establishing trust with consumers through ad placements in safe, trusted environments was also underlined, as was the need for media owners and agencies to work together to measure and scale success through data.
Check out the clip below, and the full webinar can be viewed here.
