What really influences someone to trust a brand, and ultimately take action? While much of the performance conversation has become dominated by search, social and platforms, consumers encounter brands across a much broader digital ecosystem. In this interview, Ozone’s Tom Harrison explores the role that trust, context and the media environment play in shaping purchase decisions; what those signals can tell us about consumer intent; and why quality and performance don’t have to be opposing forces. We’ll also ask what this means for advertisers, agencies and the future of the quality journalism those environments help fund.