Procter & Gamble’s Marc Pritchard, pictured in 2012, is calling for higher standards on viewability and fraud. But, “it’s not enough,” said Marc Pritchard, chief brand officer and marketing lead for P&G, at the Association for National Advertisers media conference in Orlando, Florida. And with ad blockers growing 40% and fraud as high as 20%, who knows if they’re even seeing our ads,” he said. “We’ve already achieved media supply chain efficiencies, and believe there is a long runway ahead. We don’t want to waste time and money on a crappy media supply chain.”Write to Alexandra Bruell at alexandra.bruell@wsj.com

Source: Wall Street Journal March 02, 2017 18:11 UTC