It’s been almost two years since Marc Pritchard, Chief Brand Officer of Procter & Gamble, told the digital advertising industry to clean up its act. The e, currently the world’s second largest CPG company, was tired of what he perceived as massive waste in the digital advertising supply chain. He was referring to the lack of transparency between advertisers and digital agencies and the alphabet soup of ad-tech players that created complexity without always clearly defining value.Since Pritchard was the man holding the purse strings of one of the single largest advertising budgets in the world, the digital industry stood up and took notice.
Since that time agencies, publishers, and the ad-tech industry have all taken steps to increase transparency, both around media quality and around where and how advertising dollars are actually spent.
In mid-2017, Pritchard declared the job of cleaning up digital roughly half done citing reductions in fraud and increased transparency. However, he didn’t stop there.