Host Jack Benjamin is joined by reporter Ella Sagar and Future 100 Club member and The Guardian’s director of clients, marketing, and research James Fleetham to discuss takeaways from The Guardian‘s upfronts and how publishers are looking to highlight the importance of trust as misinformation on social media platforms runs rampant.
“We’ve become a rarer commodity,” said Fleetham. “If there’s less stuff you can trust out there, the places that you can trust become more important. That’s common sense to me.”
The trio also touches on media coverage of Cop28, Meta allegedly knowingly collecting data of underage users, Google selling ads on questionable sites against their own policy, and the latest intrigue over The Telegraph sale.
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1:37: Guardian Upfronts takeaways
8:31: Consistency of advertisers spending on social media but not publishers against brand unsafe content
12:23: How AI-generated media and misinformation will impact trust
20:45: How publishers are preparing for a post-cookie future
22:15: Is The Guardian weathering the challenging digital news market this year?
26:01: Cop28: has a lack of trust in sustainability practices impacting lack of trust in media?
29:43: UAE’s interest in the Telegraph: should The Telegraph be sold to foreign interests?
32:57: How to hold Meta accountable for collecting underage user data?
36:21: Google serving ads in ‘questionable’ places
38:00: Why is James passionate about media?