P&G brand chief calls out 'murky' and 'fraudulent' digital marketing practices

Procter and Gamble's Marc Prichard announces the FMCG giant will be overhauling agency contracts and embracing industry-wide transparency and viewability standards to combat poor media supply chain practices

It’s time marketers and advertisers stopped giving digital a “free pass” and cracked down on the “fraudulent” and “murky” practices that continue to pervade the industry, Procter and Gamble’s chief brand officer, Marc Pritchard, says.

Speaking at this year’s Interactive Advertising Bureau (IAB) Leadership Summit in the US, the executive called out those who continue to allow a lack of transparency in media, and outlined a multi-point plan being launched by P&G this year aimed at improving digital media supply chain accountability.

“We need better advertising to drive growth, enabled by media transparency, to drive a clean and productive media supply chain,” Pritchard told attendees. “Better advertising and media transparency are closely related. Better advertising requires time and money, yet we’re all wasting way too much time and money on a media supply chain with poor standards and options.

“Too many players are grading their own homework, too many hidden touches and too many holes to allow criminals to rip us off. We have a media supply chain that’s murky at best, and fraudulent at worst. We need to clean it up, then invest the money and time we save into better advertising to drive growth.”

Pritchard said P&G was as much to blame for the challenges facing the media supply chain as any other player in the market.

“I confess P&G believed the myth, that we could be the first mover on all the shiny new options despite the lack of measurements and verification,” he said. “We accepted multiple viewability metrics, publishers self-reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional through that digital is different and we were getting ahead of the digital curve.

“We have come to our senses, and realise there is no sustainable advantage in a complicated, non-transparent, inefficient and fraudulent media supply chain. Getting to a clean, productive supply chain is the level playing field we all want and need. The basis for competitive advantage is our brands, our advertising craft, and the quality of product and package experience for consumers.”

P&G’s four-point plan to address these issues include a full review of all agency contracts for greater transparency, adopting the Media Rating Council’s viewability standards of an ad being at least 50 per cent in view for one second, or two seconds for video, and the decision to no longer accept media owners who measure their own inventory.

In a bid to prevent ad fraud, P&G will also require any digital media contributors to become Trustworthy Accountability Group (TAG) certified this year.

“The problems and solutions aren’t new,” Pritchard said. “Adopt one media viewability standard. Implement accredited third-party measurement verification. Get transparent agency contracts and prevent ad fraud. Yet for many reasons, we haven’t taken enough action to make a difference.

“It’s time we come together, put down our finger pointers and solve these problems. That means all of us; marketers, agencies, publishers, adtech platforms, suppliers. This is a matter of collective will. Surely, if we can invent tech for driverless cars and virtual reality, we can find a way to track and verify media accurately.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in