P&G’s Pritchard sets a September 2021 deadline for “transparent and level” cross-platform measurement

Procter & Gamble, the consumer packaged goods manufacturer, is pushing for cross-platform measurement and heightened transparency in the media ecosystem.

Marc Pritchard has set a deadline for the arrival of “transparent and level” cross-platform measurement – and drawn a circle around September 2021 on his marketing calendar.

“I’m told we’re close, but I keep hearing the same promises over, and over, and over again,” the chief brand officer at Procter & Gamble told online delegates at the Association of National Advertisers’ (ANA) 2020 Media & Measurement Conference.

“It’s time to get on with it ... We need to have validated, cross-platform measurement that’s ready to scale across the industry.

“We’re committing resources to help. And we expect the platforms and...

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