Who do you trust, and why do you trust them?
Trust is an essential part of our business. We all want...
To partner with people who are genuine and real.
Transparency into what we are buying and selling.
To keep our brand and information safe during all transactions.
An advertising ecosystem based on trust starts with our audience. They trust us to provide relevant, useful advertising that helps pay for the content they see. Our advertisers trust the quality of our audience and content offering. And our distribution partners trust that our content and ads respect the trust they’ve built with their users and viewers. Everybody relies on each other, and the more communication there is among all the parties involved, the fewer surprises there are.
An advertising ecosystem based on trust starts with full transparency. Initiatives like ads.txt have brought visibility to the supply side, but we need more transparency on the demand side as well. Depending on the exchange, publishers don’t always get visibility into the specific brand or buyer and sometimes you have to take all the demand or leave it. Initiatives like buyers.json and DemandChain Object will help build trust for the publisher.
Trust starts with content and audience engagement that’s authentic. We want the signals we get from consumers to be real and actionable. We’ve always tapped into our feedback loop with the audience and are trying to get to that second-level signal. Today that signal is transactional. It’s about someone who is inspired; they take action, leave a comment, make a recipe, or even buy a product or service. That’s a real, trustworthy experience. Once that relationship exists between content and audience, advertisers should be willing to pare and match.
An advertising ecosystem based on trust is, in a word, transparent! Primis is a pioneer in adopting initiatives like GDPR, CCPA, ads.txt and Sellers.json, and we look for the same in our partnerships. Our buyers need to be transparent with us and provide access to their platform. You cannot optimize if you don’t know what is coming through the pipes. Publishers wonder why a buyer isn’t purchasing their inventory, why deals didn’t achieve their potential and where the missing dollars went. If every member of the supply chain provides real transparency, we can solve these issues.