P&G's Pritchard takes on fakes, fraudsters and fearmongers

This event report outlines how Procter & Gamble, the FMCG giant, is challenging players in the digital space which are blocking progress in areas such as viewability, third-party verification and tackling ad fraud.

P&G's Pritchard takes on fakes, fraudsters and fearmongers

Geoffrey Precourt Warc

Stephen Whiteside Warc

Marc Pritchard is almost single-handedly rewriting the playbook for modern marketing. And, as he leads the march to integrity, Procter & Gamble's Chief Brand Officer is bulldozing the naysayers who resist immediate change.

"The time for talking is over. It's time for action," Pritchard urged a standing room only audience of his client-side peers at the Association of National Advertisers' (ANA) 2017 Media Conference. "Media transparency requires CMO leadership with your business partners."

In recent weeks, the likes of Google and Facebook have...

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