Fragmentation, Testing, and Measurement Fundamentals

Audience fragmentation isn’t just about where people spend time—it’s about who they trust.

In this episode of the Aperiam Podcast, Joe Zawadzki and Corey dive into how the splintering of media channels has reshaped trust itself. We discuss:

• Why traditional anchors of credibility—publishers, institutions, even brands—no longer carry the same weight.
• How trust is migrating to influencers, niche communities, and peer networks.
• What this means for advertisers trying to build durable connections with their audiences.

The conversation highlights a critical point: in today’s environment, earning attention isn’t enough. You also have to earn trust—and fragmentation makes that both harder and more important than ever.