Thursday, February 02, 2017

P&G Sets New Digital Ad Standards

Proctor & Gamble's Chief Brand Officer, Marc Pritchard, has announced a program to drive transparency and quality in P&G's dealings with digital media agencies.  Pritchard is hopeful that the rest of the industry will follow suit, leading to industry wide standards.

Two major tenants of Pritchard's program are cost transparency and viewability standards.

P&G's previous contracts had allowed media agencies to use their contract money in any way they saw fit, without P&G oversight.  The new arrangement will require full transparency and the return of unused funds.

In terms of viewability standards, P&G will now require agencies to achieve verification by an accredited, 3rd party agency.  They will be the first major firm in their industry to set this requirement.

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