More advertisers set to join P&G's war on ‘murky’ online media powerbrokers

Tom Denford

Tom Denford

02 February 2017 - Seb Joseph, News Editor at The Drum, writes: Procter & Gamble isn’t the only big-spending advertiser threatening to pull spend from online media’s powerbrokers should they fail to clean up the “murky”, “fraudulent” supply chain. There are other marketers mulling similar ultimatums who may now feel inspired to go public.

They have been inspired because P&G’s Marc Pritchard has come out and said what many couldn’t; his withering assessment of an online mediascape bedevilled by being countable instead of accountable is a demonstration of arguably advertising’s most powerful marketer flexing his muscles to get what he wants. While some will see it as a rallying cry to the industry, it is also a ruthless way of ensuring P&G squeezes the maximum value from its media at a time when the millions it spends struggle to translate into business growth.

“The time has come to trust our marketer instincts more, know when something is too good to be true,” said Tom Denford [pictured], chief strategy officer at media consultants ID Comms. “The bottom line is that you cannot build brands solely using precision marketing techniques and racing to the bottom on media pricing. Hopefully P&G's actions will shift the wider conversation around media to one of value, strategy and investment in driving business outcomes.” More...