'Some Form of Programmatic' Is the Future of All Advertising, Says Marc Pritchard

Leaders from P&G, NBCU and The Trade Desk on the fundamental changes rocking the ad industry

Three of advertising’s top executives believe there’s no going back to the way business was done before the Covid-19 outbreak.

Nearly a year after the pandemic fully hit the U.S., leaders from Procter & Gamble, NBCUniversal and advertising technology firm The Trade Desk all emphasized the rise of data-driven ad buying and noted how the decline of the television upfront is permanent.

Marc Pritchard, P&G’s chief brand officer, said during a CES 2021 panel today that the “inevitable future” of advertising will be fully digitized and embrace real-time trading.

“All advertising and media will become some form of digital, some form of programmatic—data driven and automated—which then will enable us all to define the audiences that we want to reach, define what kind of programming we want our brands to be associated with, and then be able to allow that to happen,” Pritchard said during the virtual Variety Entertainment Summit at CES.

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