Unilever's CMO Says Viewability Is Improving, but Cross-Platform Measurement Problems Loom

Keith Weed breaks down the digital media-supply chain

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Two weeks after Procter & Gamble’s chief brand officer Marc Pritchard gave an update about the state of what’s increasingly become a messy digital media-supply chain at Dmexco, Unilever’s CMO Keith Weed gave his own report card for partners during an Advertising Week keynote today.

For one, agencies need to move beyond creating specialized, niche services, Weed said. In April, Unilever announced that it was cutting its global roster of agencies from 3,000 to 1,500 and during the first half of this year, the consumer-packaged-goods giant has dropped agency spend by 17 percent.




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