Marc Pritchard from P&G: Transparency In Digital Media Requires Leadership

The ANA Media Conference held in February 2017 and Marc Pritchard, Chief Brand Officer at P&G and Chairman of the ANA Board of Directors, presented how his company is challenging players in the digital environment, since others are blocking progress in areas such as viewability, third-party verification, and tackling ad fraud.“The time for talking is over. It’s time for action” Pritchard said. “Media transparency requires CMO leadership with your business partners.”In his presentation, he urged all the industry leaders to adopt new standards in the digital ecosystem that can promote transparency. Standardization, verified measurement, and greater transparency were the main topics of his speech, which highlights the benefit these measures will have on the entire marketing ecosystem.”It’s not a spectator sport. You need to get into the details. Media transparency cannot be delegated. The CMO needs to lead and get into the weeds, set the expectations, follow through and be willing to break some furniture” he added.P&G decided to accept the Media Rating Council’s validated minimum viewability standard worldwide. “We know it’s probably not perfect, but we’re adopting this standard in order to move forward to conduct business on a level playing field across platforms and publishers.”