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As one of the world’s largest advertisers, CPG manufacturer Procter & Gamble has clout within the industry. And now it has a demand.
Speaking at the virtual Association of National Advertisers’ 2020 Media and Measurement Conference, Marc Pritchard, P&G’s chief brand officer, said he expects the industry to have a cross-platform measurement pilot in place no later than September 2021.
“We want a transparent and level playing field, where all players—digital and TV alike—participate in cross-platform measurement,” he said.
Noting the asymmetry of information that pervades the digital industry, Pritchard said access to data will help advertisers make better choices across publishers and “avoid serving too many ads to the same person.”
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