There are positive signs of recovery in the global advertising industry, with the World Federation of Advertisers (WFA) reporting rising optimism and a resumption of deferred campaigns. But with actual ad spend still far lower than expected this year, marketers have had to do more with less, which means a greater reliance on effective measurement.

After a year of unprecedented disaster and turbulence – the Covid-19 pandemic and economic crisis, the global outcry over systemic racism and political instability – the 2021 Edelman Trust Barometer reveals an epidemic of misinformation and widespread mistrust of societal institutions and leaders around the world. Adding to this is a failing trust ecosystem unable to confront the rampant infodemic, leaving the four institutions – business, government, NGOs and media – in an environment of information bankruptcy and a mandate to rebuild trust and chart a new path forward.