Digital Trust Forum
(Registration 09:50 - 10:00)
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In 2020, we hosted our inaugural Digital Trust Forum, bringing together over 400 delegates from across the industry to tackle some of the biggest issues facing digital advertising with speakers from the Advertising Association, the ICO, Facebook, Google, Newsworks, Integral Ad Science and more.
This May, Digital Trust Forum returns in virtual form to explore how we can turn the tide on falling trust rates and help create lasting solutions to the challenges that exist. From personalisation in our privacy-first era to protecting young people online, we’ll be digging into the issues that matter and the impact we can all have by taking collective action. Expect a raft of inspiring, challenging and thought-provoking sessions.
Session 1: Digital advertising's trust issue
In this session TikTok will explain the practices, processes and policies it has put in place to ensure the safety of young people on the platform and, with no finish line when it comes to protecting all users, hear how its team is continuing to build an in-app environment that helps to keep its community a safe space for positive, creative expression.
In this session, hear from Kay Perry, UK Public Policy Manager at Facebook, on how privacy and personalisation can - and must - coexist to support business growth, instil trust and create deep brand connections. Kay will explore where in the journey privacy and personalisation must meet to build consumer trust and how as an industry we can work towards a privacy-conscious digital ecosystem.
A change in customer expectations places new demands on organisations and in an era affected by more frequently changing consumer behaviour, organisations have been left to play catch up. Trust embedded into products and services by design positively shapes the organisation for years of future success, but we have a long way to go. Trust within our industry has never been lower - research shows that only 61% of consumers trust media and entertainment organisations and an even lower 56% of consumers trust social media firms*.
Join Hybrid Theory in this session, where they'll introduce easy concepts to embed trust by design in your organisation.
Session 2: The progress made
Advertiser investment based on nothing more than cheap rates and unqualified performance metrics is driving distrust from both advertisers and consumers. More worryingly, this ad spend is funding dangerous content and suffocating regulated news journalism, creating irreversible impacts on the health and safety of all of us. The Telegraph knows that ‘reader first’ is also ‘advertiser first’. Hear how it is rebuilding trust and confidence in digital advertising by proving the value of a quality news environment and funding professional journalism to help shape an informed and educated world.
Our industry’s focus on precision marketing caused us to lose sight of the role that content plays and how it impacts the ad environment. It’s time for a return to fundamentals, powered by new data and insights. Content targeting is our industry’s past, present and future. It puts the consumer at the heart by building trust and utility and creates a sustainable content ecosystem.
The digital advertising landscape is evolving and reaching an inflection point. People’s expectations for privacy are ever increasing - searches for ‘online privacy’ increased 50% from 2019 to 2020. To meet these growing expectations, the industry needs to adapt products and ways of working to continue to serve people. For more than 20 years, Google has aimed to create a balanced ecosystem of users, publishers and advertisers to help preserve a free and open web. In this session Matt Bush, Managing Director, Agencies and Partners at Google UK, will talk about how we as an industry can work together to build a more private future for digital advertising that works for everyone.
Session 3: A trusted future
Brands play an increasingly important role today. Leading brands understand the importance of forging long-term relationships, by understanding where their customers are now, providing comfort and connection, and earning trust through communication.
The last 12 months have been big for mobile advertising. On the one hand, the industry is booming, and on the other, we’ve seen a welcome push towards consumer privacy, leading to changes in the way data is being shared and consumed. While this is a welcome move, it will also introduce challenges and limitations for advertisers.
Gal will look at the impact of these changes on the mobile industry, and also share his thoughts on how advertisers can turn these challenges into opportunities, in order to win at mobile advertising and maintain trust in a privacy-first future.