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 “We accepted multiple viewability metrics, publishers self-reporting with no verification, outdated agency contracts and fraud threats with the somewhat delusional through that digital is different and we were getting ahead of the digital curve.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

Blog Posts

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in