ANA Chair Issues Digital Advertising Ultimatum
At the recent Interactive Advertising Bureau’s (IAB) Leadership Meeting, Marc Pritchard, ANA Chairman and Chief Brand Officer of Procter & Gamble, outlined the steps that the world’s biggest advertiser is taking to clean up its digital media supply chain. Per Ad Age:
“The days of giving digital a pass are over,” Mr. Pritchard said, urging the rest of the ad industry to follow P&G”s lead. “It’s time to grow up. It’s time for action.”
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.
And to enforce all of those steps, Mr. Pritchard said the company has vowed to no longer pay for any digital media, ad tech companies, agencies or other suppliers for services that don’t comply with its new rules.
“We’ve given them plenty of notice,” he said, according to transcript of his prepared remarks that was provided by P&G. “More than a full year for many.”
P&G doesn’t “want to waste time and money on a crappy media supply chain,” he said. And he urged others in the industry to follow suit.
“Don’t accept the excuses,” he said. “Don’t wait for someone else to move. …There is tremendous power in the collective force of our industry.”
Marc’s presentation is a powerful response to our CEO Bob Liodice’s recent call-to-arms around CMO industry leadership.
You can view Marc’s presentation below:
Learn more about the ANA efforts around Media Transparency and the action steps you can take to safeguard your media investment here.