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P&G, the world’s largest advertiser, wants to clean up online advertising

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P&G, the world’s largest advertiser, wants to clean up online advertising

P&G’s Chief Brand Officer Marc Pritchard spoke about the company’s frustration with the “crappy” media supply chain at the Interactive Advertising Bureau’s annual meeting, AdAge reported.

The specific issues that P&G has with online advertising concern nontransparent contracts, and lacking adoption of “viewability” metrics, third-party verification and ad fraud protection. 

Bob Hoffman, a renowned advertising industry commentator, called the measures a “big step forward”, saying that online media industry has been slow to clear up its practices, which Pritchard called “murky at best and fraudulent at worst”. 

On third-party verification, Hoffman pointed out that Facebook and Google, the biggest actors in online advertising, would be unlikely to accept full transparency to their metrics.

On the other hand, P&G spends over $7 billion in advertising, increasing focusing on digital, and if other companies follow P&G’s lead, this may force the platforms’ hand.

Last year, a consortium Coalition for Better Ads was launched to implement global standards for online advertising, addressing particularly consumer expectations.

Author

Teemu Henriksson's picture

Teemu Henriksson

Date

2017-01-31 13:06

Author information

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