This panel explores how fraudsters exploit the data economy, investing in illicit and semi-legitimate data markets to fuel deception, identity theft, and scams. From breached credentials to scraped personal information, data is routinely bought, sold, and weaponized to undermine marketplace integrity. Experts will examine how data circulates across underground and gray markets, what signals can be detected to preempt fraud, and how platforms can intervene. The session will also unpack the broader trust and safety implications for individuals, shedding light on emerging detection strategies and regulatory considerations in an era where personal data is a high-value asset for both actors and adversaries.

What does it take to build trust when your platform never fully prioritized it from the start? As one of Uber’s first safety product marketers, Carley helped craft and launch its global safety narrative, from crisis response to proactive trust-building. She'll share what it looks like to earn trust after it’s been broken (or never built), and how marketing, product, policy, comms, and more, can work together to rebuild reputation at scale. She'll also briefly reflect on applying these best practices now at Etsy. Takeaways include narrative-building frameworks, internal alignment tips, and trust signals that resonate with skeptical users.

Trustap will be joined by leading US marketplace Blanco to examine the challenges and decisions marketplaces face when running transactions. Drawing on Blanco’s experience as a transactional marketplace, the session will explore common pain points in managing transactions in-house (such as financial liability, risk, trust and operational complexity) and contrast these with the trade offs involved with outsourcing transactional operations. Together, Trustap and Blanco will unpack key trade-offs and lessons learned, offering actionable insights for marketplace operators navigating an increasingly complex transactional landscape and aiming to optimise security, user experience and operational efficiency.