Advertisers have a duty to demand independent media measurement according to a single industry standard and should vote for it with their ad dollars, Procter & Gamble's Global Media Director told the recent Festival of Media Global 2017.
Gerry D'Angelo said advertisers could no longer leave media organisations to measure and report on themselves – akin to putting a fox in charge of a hen house – and had to push together for an alternative system.
"This stuff's not really a spectator sport," he said. "Everyone that's managing a budget in our industry has a fiduciary responsibility to look after...