The Aperiam Podcast Beyond Attention: The Trust Gap in a Fragmented World
Sep 17, 2025
Explore how audience fragmentation impacts trust in today's digital landscape. Traditional sources of credibility are losing relevance, shifting trust to influencers and niche communities. Advertisers face new challenges in building strong connections with audiences. The necessity to earn trust alongside attention is highlighted, making it more crucial than ever. The conversation also touches on the role of AI in enhancing creative strategy and measurement, emphasizing the need for adaptive marketing approaches.
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When Algorithms Hide Popular Culture
- Corey missed a billion-play song because his algorithms didn't surface it despite active music-seeking.
- That moment highlighted how fragmented feeds hide culturally relevant content from different users.
Fragmentation Creates Testing Arbitrage
- Audience fragmentation makes finding the right people with the right engagement extremely hard for marketers.
- Early testers who find pockets of high effectiveness can exploit temporary arbitrage before competitors catch up.
Test Platforms, Audiences, And Creative
- Test platforms, audiences, and creative; don't assume you know the path to reach people.
- Use available tools to structure tests and learn iteratively rather than guessing.