Developing — and keeping — trust has never been more important for advertisers. With consumers being bombarded by a dizzying variety of messages and choices, trustworthiness has emerged as an important differentiator between brands.

In other words, as Richard Eyre, CBE, chairman of the Internet Advertising Bureau UK (IAB UK) would put it, trust is now a key disruptor for advertising. At the 2014 IAB Engage conference, Eyre told advertisers that trust is their most important tool for relating to customers. The main job for today’s brands and agencies, he said, is to secure trust — and hold onto it.

As for what kinds of advertising consumers trust, online seems to be winning out over more traditional formats, though … Continue Reading

Just over a year ago, three of the leading advertising trade organizations – IAB, ANA, and 4A’s – formed the Trustworthy Accountability Group (TAG) to address several critical challenges affecting digital advertising, including fraud, piracy, malware, and lack of transparency. These issues not only cost the U.S. digital advertising ecosystem an estimated $8.2 billion annually, but also erode consumer confidence in advertisers generally – and the brands they represent.

TAG has grown exponentially since its inception, attracting cross-industry participation and support from the world’s largest advertisers, agencies, publishers, and ad-tech companies. Its board of directors includes executives from Facebook, Google, IPG Mediabrands, JCPenney, McDonald’s, Mondelez, Motorola, NBCUniversal, Omnicom, P&G, Publicis, Unilever, and WPP.

All of TAG’s programs drive collective accountability … Continue Reading

You’re only as good as your first page of Google search results. That’s the reality of today’s business environment. Keeping a company’s online reputation as pristine as possible is a baseline for any sophisticated marketing strategy.

Need proof? The Edelman Trust Barometer for 2015 found that Internet search engines are now the most trusted source of news and general information. When surveyed, 72% of online users said they trusted search engine results, a statistic that’s up 8% from 2014. Put another way, nearly three quarters of potential customers searching a company’s name will likely trust what Google returns on that first page. Glowing results will drive sales. Negative results will not.

One of the best ways to control what shows … Continue Reading

Once again, Advertising Week has come and gone. And once again, I was thrilled to be part a special event for our industry. It’s not often that you can get famous statistician Nate Silver, Olympian Lolo Jones, and musician Bootsy Collins under a single tent, but they were all there at Ad Week along with the biggest executive names adding to a vigorous exchange of ideas about the future of advertising.

I had the pleasure of kicking off the “Trust Forum” presented by OpenX.  As the program materials noted, “Advertising and trust have always had a challenging and somewhat tortured relationship.” It’s a statement that feels more true now than ever before as advertising is becoming more deeply … Continue Reading