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;
  • measurement;
  • bots;
  • walled gardens.

Good faith “clean-up efforts” in these areas, P&G’s marketing chief asserted, cannot disguise the presence of broader, apparently intractable, obstacles in the digital realm. “The problem is many of the platforms were not originally built for advertising. They were built for social communication and freedom of expression,” said Pritchard, who also chairs the ANA’s board of directors.