Trust isn’t a nice-to-have, it’s a must-have for creating strong relationships—including the relationships forged between the tech industry and consumers.
Yet, it seems like we’re all operating in a trust vacuum. From issues surrounding data privacy to tech leaders turning their backs to their negative impact on social well-being to the reliance on AI to mitigate hate speech and problematic content, trust in our industry seems to have hit a new low.
Ironically, trust has never been more essential to the adtech space. It’s equally important to all constituents, from publishers to advertisers to consumers. Yahoo research firmly establishes that consumers value trust most when consuming premium digital content. In a May 2021 survey from Yahoo that looked at the most important qualities when consuming premium content, trust ranked higher among consumers at 61% than factors like ease of use (43%) and original content (31%).
We heard a similar story when we surveyed advertisers. In a recent study conducted with Advertiser Perceptions, trust ranked highly.
Ultimately, the ad tech industry is about results, and trust delivers results. Compared to other types of sites, premium publishers are at least three times more effective in driving mid-funnel brand lift metrics, such as favorability, consideration, and intent to recommend, Comscore research shows.
We understand trust can be a fuzzy concept. To help you get a better understanding of trust, we’ve developed a digital trust experience. From our research, trust comes down to three central tenets:
Yes, we have always known that trust is important. But our research has helped us identify what we need to prioritize, how we should work with partners to build on strengths, and where we can improve. To learn more about these elements of trust and read our partners’ perspectives, check out our digital trust experience. Trust us, you’ll find it valuable.
—Patrick McCormack, VP, Global Partnerships, Yahoo