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Big digital players have done much since he issued a challenge for them to get third-party audience verification, eliminate fraud and ensure brand safety a year ago, but Procter & Gamble Co. still has cut spending on them by 20 to 50 percent, Chief Brand Officer Marc Pritchard said in a speech to the Association of National Advertisers Media Conference in Orlando on Thursday.

Pritchard also outlined how his company will bring more media agency work in house and reunite creative and media sides of agencies.

The biggest change with digital players may be attitude. Pritchard recounted a recent meeting with YouTube CEO Susan Wojcicki on what her platform is doing to shape up on accountability issues. "She shared her realization that YouTube had outgrown its infrastructure, similar to when a small city grows into a big metropolis," Pritchard said. "She realized the impact YouTube has on popular culture, leading to a genuine commitment to be on the 'right side of history' in making YouTube a positive force."

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