Marc Pritchard, the chief brand officer at consumer packaged goods manufacturer Procter & Gamble, has set a deadline of September 2021 for a “transparent and level” form of cross-platform measurement.

Pritchard discussed this subject at the Association of National Advertisers’ (ANA) 2020 Media & Measurement Conference, which was held online.

“We want a transparent and level playing field, where all players – digital and TV alike – participate in cross-platform measurement,” he said. (For more, read WARC’s in-depth report: P&G’s Pritchard sets a September 2021 deadline for “transparent and level” cross-platform measurement.)

And whether the ANA’s measurement-focused gathering convenes virtually or in-person at the same time next year, Pritchard has a clear objective.

“I’m asking all marketers to demand that by the time we hold this conference next year, we have a validated cross-platform measurement pilot in place that’s ready to scale across the industry,” he said.

“We’re committing resources to help, and we expect the platforms and the broadcasters, in concert with the ANA and the MRC [Media Rating Council], to get this done – no later than September 2021.”

Although there has been much talk about cross-platform measurement from stakeholders throughout the industry, Pritchard suggested actual progress is not approaching the desired level.

“I’m told we’re close, but it feels like the movie ‘Groundhog Day’ because I keep hearing the same promises over and over and over again. A framework has been developed, which is good, but that’s not enough. It’s time to get on with it,” he said.

From purchasing television ads during the annual upfronts to opaque algorithms for buying inventory on the major digital platforms, Pritchard noted there was an “asymmetry” of information that hurts brands.

One response to this problem from P&G has been taking over the buying of TV ads in many instances, as well as shifting budgets to programmatic ads, where there is greater control and clearer performance metrics.

“Frankly, cross-platform measurement is also table stakes. As marketers, we need to take more control to level the playing field,” said Pritchard.

“That’s why at P&G we’re leading constructive disruption by shifting as much media as possible to programmatic. We want more control over ad placement, and we want greater transparency.”

Sourced from WARC