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World’s largest advertiser tells digital agencies to fix the problems or else

The largest advertiser in the US (and the world), Procter & Gamble, just shook up the digital advertising industry.

“The days of giving digital a pass are over,” said Marc Pritchard, Chief Brand Officer at P&G, at the IAB Annual Leadership meeting. He’s mandating new requirements for digital agencies and media if they want to get a share of P&G’s ad business.

“It’s time to grow up. It’s time for action.” — Marc Pritchard, P&G via AdAge

Pritchard says P&G will no longer pay for any digital ads, ad tech, or suppliers that don’t agree to play by P&G’s rules.

“It’s going to stop unless you get validated, accredited third-party verification,” Pritchard said. Both Google and Facebook self-report data, and neither has full accreditation for all of its digital ad products.

The new rules

  • Full transparency by the end of 2017
  • Terms requiring funds to be used for media placement only
  • All rebates disclosed and returned
  • All transactions subject to audit
  • Compliance with industry-standard viewability metrics*
  • Fraud protection
  • Third-party verification

* Ad impressions counted as viewable if at least 50% of the pixels are on screen for at least one second, video impressions for two seconds.

For P&G, the days of self-reporting ad tech appears over.

“Time is up. We will no longer tolerate the ridiculous complexity of different viewability standards” — Marc Pritchard, P&G via AdAge

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