Trust has become one of the advertising industry’s biggest talking points, but what does it actually mean in practice for brands, publishers and audiences?

In this episode of the IAB UK Podcast, Alex Kozloff sits down with Imogen Fox from The Guardian and Theo Luke from The Trade Desk to unpack the relationship between media environments, trust and advertising effectiveness. Together, they explore new research into how context influences the way advertising is received, remembered and believed, and discuss why premium publishers continue to play a critical role in building stronger connections between brands and consumers.

From the commercial value of quality journalism to the tension between scale and responsibility, the conversation examines what it really means for brands to “show up well”, and why trusted environments can drive better outcomes for advertisers.

Whether you’re a marketer, media planner or publisher, this episode offers practical insight into why trust and context should be central to every advertising strategy.

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