Your algorithm is showing: why trust matters in a post-truth world

Brian Carruthers

Brands need to react to a post-truth world, but in doing so must recognise their role in creating it - trust can only be regained through transparency, consumer control, and business with a human face.

If you owned a footwear store and someone browsed and left without buying anything, you wouldn't run down the street waving a pair of shoes at them and entreating them to think again. So why do marketers think such behaviour is acceptable online? Consumers are all too familiar with the experience of being followed around the internet with ads for products or services they've either already bought or have shown a passing interest in - something that can also be a potential source of embarrassment depending on their browsing habits. Or, as one speaker at ad:tech London (London, November 2017)...

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