Truecaller rolls out ad measurement suite to quantify 'trust' and attention

The tool, according to the company, is designed to measure three core parameters: attention, trust, and confidence to act. The platform is positioning the new offering as part of its effort to bring more accountability and transparency to mobile advertising. The suite includes five modules covering trust indices, brand lift studies, incremental reach analysis, multivariate testing, and marketing mix modeling.

Hemant Arora, VP and Global Head of Ads Business at Truecaller, said the move is about helping advertisers tap into user attention "in a more meaningful and privacy-safe way." The company says all measurement is conducted within verified, privacy-safe environments and validated by independent partners, a nod to growing industry demand for transparent, cookieless ad metrics.

With this rollout, Truecaller joins a growing list of digital platforms attempting to move beyond clicks and impressions, focusing instead on quantifying audience trust and engagement in more nuanced terms.