P&G Tells Digital to Clean Up, Lays Down New Rules for Agencies & Ad Tech to Get Paid
Procter & Gamble Co., the nation's and world's biggest advertiser, is laying down the law for digital media players and agencies in a five-point program that will take effect this year as outlined by Chief Brand Officer Marc Pritchard on Sunday evening at the Interactive Advertising Bureau's Annual Leadership Meeting in Hollywood, Fla.
"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.