In Adage:
Will P&G's Forceful Call to Arms Reform the Digital Ad Economy? By Nat Ives
Procter & Gamble Chief Brand Officer Marc Pritchard has unleashed a broadside against the way things are done in digital advertising. "The days of giving digital a pass are over," Mr. Pritchard told the Interactive Advertising Bureau's recent annual leadership meeting. "It's time to grow up. It's time for action."
P&G, the biggest advertiser in the world, is re-examining all media-agency contracts after it found a surprise in at least one and making all partners use industry-standard viewability metrics, fraud protection and third-party verification. ... "
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