The MadTech Podcast · 2026-08-07 · 40 min
In this special episode of The MadTech Podcast, ExchangeWire COO Lindsay Rowntree is joined by Matt Bourn, director of communications at the Advertising Association and co-author of 'Trusted Advertising: How to Harness the Value of Trust in your Brand'. Matt explains the importance of trust in advertising and how brands can build and measure it, citing real-world examples such as Tesco and McDonald's. The conversation covers the role of social media creators and influencers, online channels, and emerging technologies in whether audiences trust the ads that they see. It also explores shifting public perceptions of advertising and the evolution of the meaning of trust. ••• 0:00 Introduction 3:56 What made you write about trust in advertising? 6:55 Do brands understand the importance of trust? 10:53 Can brands rebuild lost trust? 13:32 How do you measure trust outcomes? 17:51 Creator and influencer marketing 23:27 Public trust in advertising 25:50 Online channels and ad placement 29:32 Role of AI and emerging technologies 36:18 Evolution of the meaning of trust
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