Three out of four ad executives say they currently factor for “trust-related attributes” when deciding how to allocate their ad budgets to the media, according to the top-line findings from new research on the role that trust — especially attributes that make the industry trustworthy to consumers — plays in advertising, technology and media-buying decisions.

The findings, which are based on a survey of more than 200 ad executives fielded by Advertiser Perceptions in March, are the baseline for a series of regular tracking studies the B-to-B researcher plans to conduct going forward in order to understand the role that trust attributes play in the ad industry.

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