Bridging the gap: The stark differences between brand and agency KPIs

Media buying is under scrutiny like never before, fuelled by reports into shady tactics and agency rebates, as well as Facebook measurement errors and The Times investigation into ad fraud.
Procter & Gamble’s chief brand officer Marc Pritchard made perhaps the biggest call for change during his speech at the IAB’s Annual Leadership Meeting. He called out the “complicated, non-transparent, inefficient and fraudulent” media supply chain, which critics includi