In this episode of the Advertising Forum, Brook Minto, Global Director of Global Media at Haleon, discusses the critical role of trust and transparency in the advertising ecosystem. He emphasizes the need for advertisers to take responsibility for transparency, the importance of direct relationships with tech providers, and the evolving landscape of brand safety and measurement. The conversation also touches on the impact of AI on advertising strategies and the necessity for brands to adapt to industry changes while ensuring effective outcomes.
Takeaways:
Trust and transparency are essential for advertisers.
Direct relationships with tech providers enhance transparency.
AI is transforming advertising strategies and outcomes.
Measurement is becoming a collective responsibility.
Brand safety frameworks must be established and understood.
Investing in quality over cost leads to better results.
Flexibility is necessary to adapt to industry changes.
Listening to local markets is crucial for effective strategies.
Future-proofing brand marketing is vital in a changing landscape.
Transparency in data access is key for informed decision-making.
Chapters
00:00 The Importance of Trust and Transparency
04:33 Navigating Tech Improvements in Advertising
08:15 Enhancing Brand Safety and Performance
14:08 Concluding Insights on Transparency and Trust
