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When Marc Pritchard uses choice language to call out the advertising industry, it listens.
As chief brand officer of Procter & Gamble, Pritchard manages a significant share of the global advertising budget—which is expected to hit $600 billion by 2021—and he recently issued an ominous warning: P&G would no longer waste money on digital media channels that can’t prove that customers are seeing its ads.
According to the Association of National Advertisers, only one-quarter of all digital ad spend ever reaches actual people.