I’ve changed the headline here to make it a bit more specific, but there’s actually quite a lot more to this speech, and although the article is a little hyperbolic, I do think this is important. Procter & Gamble is the world’s biggest advertiser, so its views and policies with regard to digital advertising are worth paying attention to. Its chief brand officer just gave a speech in which he railed against programmatic advertising and the broader opaque digital advertising supply chain, the power of Facebook and Google, inconsistent standards for measuring ad viewability, and more. Some of the very same things big ad-centric companies are constantly touting as key to their businesses are the same things that are causing consternation among major advertisers, and that’s a tension that isn’t going away anytime soon. Facebook is making strides on its metrics screwups from late last year, but programmatic – which Google talks up every quarter – is getting terrible press at the moment in relation to ads showing up on unappealing sites, and it feels like there are changes coming here. Worth reading the whole article just to see some of the big frustrations advertisers are working through and the possible impacts.
via Marketing Week