After tackling the issues of transparency, waste and fraud, P&G chief brand officer Marc Pritchard is turning his attention to the platforms.
Pritchard wants to bring the same level of scrutiny that’s applied to traditional media to digital media, and said platforms had the responsibility to control the content they distribute.
Pritchard didn’t mention Facebook, YouTube, or Twitter by name, but he took thinly veiled swipes at those companies.
He also said that P&G would only put ad dollars in places that can assure brand safety and which have third-party measurement, auditing, and accountability.
Two years ago, P&G chief brand officer Marc Pritchard tackled transparency, waste and fraud in digital advertising. Now, he’s turning his attention to the platforms.
At the Association of National Advertisers’ Media Conference Thursday morning, Pritchard called for a “New Media Supply Chain,” advocating for brands to exercise greater control on issues of quality, civility, transparency, and privacy on digital media platforms.
“Our first round of media transparency efforts should be considered table stakes,” he said. “It’s time to raise the bar and, for the ‘New Media Supply Chain,’ to deliver transparency through measurement across platforms.”
Pritchard didn’t mention Facebook, YouTube, or Twitter by name, but he took thinly veiled swipes at those companies that have combatted privacy, brand safety, and fake news and bot problems on their platforms.
“The problem is, many of the platforms were not originally built for advertising,” said Pritchard. “We’ve all had a hand in monetizing them and we’ve all been trying to retrofit them for our media and advertising standards for years, but it’s only partially working.”
Pritchard wants digital media to be held to the same level of scrutiny as traditional media is
Pritchard said that brands must demand the same quality they get from media providers across TV, radio and print from digital media companies as …read more
Source:: Business Insider