Key Insights:
- P&G’s Marc Pritchard says marketers are disadvantaged by the current upfront model.
- Guaranteed low rates plus access to premium inventory make RTB unattractive to major advertisers.
In June, the Association of National Advertisers called for a “transformative shift” to the upfront as the novel coronavirus pandemic sent TV’s longstanding ad-buying process into upheaval.
On Wednesday, Marc Pritchard, chief brand officer of Procter & Gamble, one of the world’s largest advertisers, said the upfront process is “antiquated” and makes little sense for marketers.
But
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