Truecaller has launched a new suite of advertising measurement tools called ROI of Trust, designed to help brands understand the impact of attention, trust, and confidence on advertising outcomes at scale. This framework provides a more complete way to assess the true effectiveness of digital ads by measuring whether brand messages capture attention, inspire trust, and encourage action.

• The ROI of Trust suite includes five solutions combining in-house experimentation with independent research, such as Truecaller Trust & Confidence Indices, Brand Lift Studies (in partnership with Kantar and VTION), Incremental Reach Analysis, Multivariate Testing, and Marketing Mix Modeling (MMM) (both powered by RainMan Consulting).
• Hemant Arora, Vice President and Global Head of Ads Business at Truecaller, stated the platform helps advertisers tap into meaningful and actionable user attention.
• Archana Roche, Global Head of Measurement at Truecaller, highlighted that ads on their platform benefit from a "halo of trust," making users more likely to perceive brands as reliable and credible.