P&G CMO: Google and Facebook clean-up efforts deserve credit
P&G CMO Marc Pritchard says platforms’ efforts to clean up and improve transparency around third party measurement deserve recognition (The Drum).
Key points
- Pritchard tones down rhetoric three months after blasting platforms at ANA conference
- Says getting Facebook and Google to allow third party verification around viewability, reach and antifraud measures “going very well”
- “They've stepped up. Everybody is trying to do the right thing and we will continue to push them and I will continue to be very impatient. But I do want to give them credit for the work that they're doing,” – Pritchard
- P&G one of several big advertisers to join Global Alliance for Responsible Media, set up to tackle dangerous content on platforms
Marc Pritchard’s comments follow an admission by Facebook exec Carolyn Everson’s that Facebook will never be able to fully ensure brand safety, but that it has increased the number of people working on platform safety tenfold – to 30,000 in two years. (That is creating its own problems – as the psychological impact of moderating vast volumes of bad content continue to come to light.) So three months after giving the duopoly both barrels, Pritchard is extending an olive branch. But others are less impressed. Tim Andree, CEO at Dentsu Aegis Network, took issue with Everson’s comments, saying the company needs to make marketers “believe they remain vigilant and that they’re pushing for a completely safe and secure platform”.
Other marketers at Cannes, where Pritchard and Everson were speaking, offered candid assessments of the platform debate. “I cannot walk away from scale, as a brand that needs mass marketing,” said Mastercard CMO Raja Rajamannar.
It looks like the platforms will continue to clean up.
