Marc Pritchard has a stark warning about the future of advertising.

“I would say the days of advertising as we know it today are numbered, and we need to start thinking about a world with no ads,” asserted the chief brand officer at Procter & Gamble – the world’s biggest advertiser, with an annual budget topping $7 billion.

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Marc Pritchard, chief brand officer, Procter & Gamble

The initial drivers of this transformation include a decline of television viewing and the rise of digital media. As a consequence of such shifts, many content and commercial decisions are now being made by algorithms, millions of people are using online ad blockers, and there has been an expansion in ad-free environments like Netflix, Amazon Echo, and Google Home.