P&G’s Chief Brand Officer Marc Pritchard told agencies and media on Sunday at the Interactive Advertising Bureau’s annual “leadership” conference that the digital ad jig is up.

According to a story in Ad Age, Pritchard told the group:

“The days of giving digital a pass are over… It’s time to grow up. It’s time for action.”

Pritchard laid out 3 criteria for publishers and agencies before they’ll get any of his money.

1. A standard “viewability” metric.
2. Fraud protection
3. Third party verification of metrics.

“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,” according to Ad Age.

Pritchard called online media practices, “murky at best and fraudulent at worst.”

Are they really going to require Facebook and Google – the companies that now completely dominate online ads –  to open the kimono and let us see what’s going on through 3rd party verification?

“That would be big,” says the Ad Contrarian.

 

 

Posted in: Infographic of the day