Procter & Gamble will review all its agency contracts in 29 January to bring more transparency to its media supply chain. This forms part of a four-point plan to exert greater control over the company’s media strategy, which has been described as “murky at best”. According to the World Federation of Advertisers, 90% of marketers are looking to review agency contracts in order to achieve greater transparency. The four-point plan focuses on viewability, verification of inventory, the agency contract review and action against ad fraud. P&G marketing boss Marc Pritchard said: “There is no advantage in a non-transparent, inefficient and fraudulent media supply chain.”
Procter & Gamble will review all its agency contracts in 2017 to bring more transparency to its media supply chain. This forms part of a four-point plan to exert greater control over the company’s media strategy, which has been described as “murky at best”. According to the World Federation of Advertisers, 90% of marketers are looking to review agency contracts in order to achieve greater transparency. The four-point plan focuses on viewability, verification of inventory, the agency contract review and action against ad fraud. P&G marketing boss Marc Pritchard said: “There is no advantage in a non-transparent, inefficient and fraudulent media supply chain.”