P&G's Pritchard calls for a media supply chain revolution

Geoffrey Precourt and Stephen Whiteside

Procter & Gamble, the consumer packaged goods giant, believes that radical change is needed in the media supply chain.

Marc Pritchard believes that brands need to demand revolution – not evolution – in the space where marketing and media collide.

“It’s time to create a new media supply chain,” Procter & Gamble’s chief brand officer told delegates at the Association of National Advertisers’ (ANA) 2019 Media Conference. “It’s time to invest our brainpower into an ecosystem that builds in quality, civility, transparency, privacy, and control from the very start.”

Some of the underlying issues prompting that demand are linked to:

  • brand safety;
  • ad fraud;
  • viewability;...

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