Premium publishers tick all the boxes for advertisers but they have been adversely affected by brand safety measures, says AOP’s Richard Reeves. COVID-19 has underscored the importance of providing trustworthy content, with audiences flocking to premium publisher environments and almost half (43%) stating trusted website articles will own an integral role in their purchasing decisions post-pandemic. Yet while we talk about the importance of ‘trust’ from a consumer and societal point of view, isn’t it hypocritical when we don’t seem to trust the partners we work most closely with? If consumers trust premium publishers, why don’t you?