In Episode 1 of the Brand Trust series, sponsored by Mozilla Ads, Mike McNeeley, SVP of Product at Index Exchange, joins the Advertising Forum to unpack why trust and transparency are still active challenges in programmatic. The conversation covers privacy-first monetization with Mozilla Ads, the real cost of chasing cheap reach, why brand safety needs to operate faster as URLs change daily, and how premium programmatic should be defined by recognizable, trusted publishers across the open web. Takeaways Brand trust is an ongoing challenge that requires constant attention. Privacy-first advertising can still be effective without traditional tracking methods. Brand safety measures need to adapt to the fast-paced nature of content creation. Transparency in programmatic advertising varies across platforms. Marketers must balance trust and performance in their advertising strategies. The open web offers valuable opportunities for advertisers if navigated correctly. Premium programmatic includes well-known brands and quality content. Innovative partnerships can enhance advertising effectiveness and transparency. Dynamic creative solutions are becoming essential for marketers. The advertising ecosystem is becoming more complex, but offers better tools for advertisers. Chapters 00:00 Intro to the Brand Trust series and why trust and transparency still matter in programmatic. 01:42 Why Mozilla Ads' privacy safe home screen ads are an innovative publisher partnership. 02:39 Can privacy-first advertising deliver outcomes without cookie-based tracking? 04:18 How brand safety has to speed up as the open web produces massive daily URL turnover. 06:18 Where transparency still breaks in programmatic and what better reporting looks like. 07:42 Advice for CMOs planning 2026 on balancing walled gardens with the open web. 09:05 Defining premium programmatic through trusted, recognizable publishers and content.