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Procter & Gamble has expanded its relationship with independent ad server Flashtalking, a move that effectively makes it the CPG giant’s ad serving platform of record outside of the U.S. market.
The move comes as marketers increasingly examine their digital partnerships, with many electing to reduce their reliance on Big Tech, a trend that is impacting the dominant market share of Google’s ad server, popularly known as DoubleClick or Google Campaign Manager.
It’s an expansion of Flashtalking’s relationship with P&G, now covering almost 50 markets across the Americas, Europe and APAC, although it excludes China and Russia.