The alchemy of audience trust

Trust is complicated topic. There is a wealth of factors that feed into whether or not we decide to trust in an individual or an organisation and different groups will prioritise different elements when forming their opinions. On top of that, it is far easier to lose trust than it is to gain; one wrong move could undermine decades of brand building.

Audience trust has always been important for publishers, but as AI ramps up the speed and virality of misinformation and disinformation, it is increasingly critical to make sure that foundation is solid. We reached out to our Associate partners to discover what they considered to be the key factors in building trust with your audience. From privacy management, to a streamlined ad experience, to fact-checked and reliable content, here are the eleven areas that should be top priorities for publishers right now.

Educate audiences on privacy and the value exchange needed to fund quality content.

By providing transparency and choice, publishers can build trust with their readers and drive a more engaged and enriched customer experience.

How can this be achieved? By being clear and concise on the value exchange that is required in order for the publisher to continue to provide fact-checked, unbiased, verified professional journalism. This starts with clear and transparent consent and is followed by respect for that consent in line with privacy regulations. Getting this right is the gold that grows trust, and a better user experience. A consented and trusting audience will drive better outcomes all round; more engagement, more interaction, more brand loyalty, in an era when audiences are on the decline, and every single reader matters.

Catherine Murray, Head of Partner Services UK, Utiq

Adopt measurement solutions beyond third-party cookies.

To build audience trust, publishers must prioritise transparency, especially in data handling. A privacy-first approach demonstrates they are committed to respecting audience expectations at a time when concerns about online privacy are growing. This also extends to measurement. By adopting measurement solutions that are free of third-party cookies and do not capture personal information, publishers can deliver meaningful insights, whilst also protecting user anonymity. Educating audiences about these practices fosters greater confidence in the platforms they engage with. Trust is built when publishers show they value both effectiveness and ethics in their campaigns, reassuring audiences that their privacy is never compromised.

Sean Adams, CMO, Brand Metrics