Great watch. Definitely, everyone should be stepping up and getting on board with. In summary: 1. MRC validated viewability standard 2. MRC Accredited third party measurement verification 3. Transparent agency contracts 4. Tags certified ad fraud prevention 5. Validate those who step up
Finally, global advertiser number one - P&G is saying, that media agencies have a conflict of interest. If clients paying 0-5% fee and media vendors paying 5-30% kick back, it’s true, for decades :(
I am sure that clients will just be falling over themselves to increase their agency fees, to fairly pay for the time spent and service received, having consistently driven fees down for years!
Cleaning up the marketing supply chain is not the most sexy topic. P&G believes in the myth thinking that digital is different and they are getting ahead. These actions are good for P&G and good for the industry and good for consumers.Driving media transparency should not be optional, it is a responsibility. 1) Adopt one MRC validated viewability standard across all digital platforms 2) Implement accredited third party measurement verification (independent of the agencies who self-report) 3) Get transparent agency contracts 4) Prevent ad fraud 5) Vote with our dollars
Great watch. Definitely, everyone should be stepping up and getting on board with.
In summary: 1. MRC validated viewability standard
2. MRC Accredited third party measurement verification
3. Transparent agency contracts
4. Tags certified ad fraud prevention
5. Validate those who step up
Good to see a brilliant and pivotal client take a stand on changing digital media for the better
A must watch. Advertisers need to follow P&G's call to arms and do something about the adwech-driven digital cesspool.
Finally, global advertiser number one - P&G is saying, that media agencies have a conflict of interest. If clients paying 0-5% fee and media vendors paying 5-30% kick back, it’s true, for decades :(
Hard to disagree with the comments on this post already. Game changing.
It was about time. Great to see this happening
Landmark announcement, watch the rest of the industry fall in-line. ANA pitches the ball, Marc smacks it around the world.
haha everywhere I go you pop up - hope all is well - and well put too
So, where are we 7 year later ?
I totally agree with his idea. It's time to change and time to cooperate with together
really great call for actions. even creating impact now in China's digital space
Inspirational talk. Some strong learnings.
I am sure that clients will just be falling over themselves to increase their agency fees, to fairly pay for the time spent and service received, having consistently driven fees down for years!
Cleaning up the marketing supply chain is not the most sexy topic. P&G believes in the myth thinking that digital is different and they are getting ahead. These actions are good for P&G and good for the industry and good for consumers.Driving media transparency should not be optional, it is a responsibility.
1) Adopt one MRC validated viewability standard across all digital platforms
2) Implement accredited third party measurement verification (independent of the agencies who self-report)
3) Get transparent agency contracts
4) Prevent ad fraud
5) Vote with our dollars
great!!
東洋経済から来た人👍
Huge.
#MediaChange 2017
Boycott Gillette