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 charlatans on the supplier-side, Pritchard warned, will mount a staunch defense of the existing ecosystem by trying to persuade marketers that "opportunity to see" is an unsatisfactory metric. But the savvy brand custodian can now follow P&G's script by way of reply:

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