Over a year out from P&G’s ultimatum: Are brands any safer? Is programmatic ad buying any more transparent?
A bit greater than a yr in the past, in January 2017, Marc Pritchard, leader logo officer of Procter & Gamble, threw down a gauntlet. Annoyed via expanding circumstances of frauds, breaches, sloppy executions and doubtlessly shady markups, Pritchard posed a ancient dare to virtual advertisers to both “develop up” or P&G would pull their commercials. Along with an intensive assessment of media-agency contracts, Pritchard demanded industry-standard viewability metrics, fraud coverage and third-party verification.
It used to be only a signal that manufacturers have been bored stiff. In March 2017, greater than 250 advertisers boycotted Google and YouTube after commercials have been reported appearing up subsequent to extremist movies on YouTube. P&G itself pulled greater than $140 million in virtual promoting, bringing up issues about loss of transparency and peril to logo protection.
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