Agencies were more optimistic, with 19 per cent of those surveyed rating trust between themselves and clients as high or very high. Twenty per cent said it was low or very low.
“The lack of transparency into holding company operations and
whether agencies are acting as true agents is at the heart of why I see trust in decline,” one marketer said. “In addition, programmatic buying and the inherent arbitrage and inability to ‘follow the money’ create distrust.”