The heavily influential marketer's program includes a thorough review of all media-agency contracts after the company found a surprise in its dealings with at least one agency, plus requirements that everyone use industry-standard viewability metrics, fraud protection and third-party verification.Īnd to enforce all of those steps, Mr. Pritchard said, urging the rest of the ad industry to follow P&G"s lead. "The days of giving digital a pass are over," Mr. Procter & Gamble Co., the nation's and world's biggest advertiser, is laying down the law for digital media players and agencies in a five-point program that will take effect this year as outlined by Chief Brand Officer Marc Pritchard on Sunday evening at the Interactive Advertising Bureau's Annual Leadership Meeting in Hollywood, Fla.
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