P&G’s media crackdown is just the start as industry looks to “change for the better”

The ad industry has reacted positively to Procter & Gamble’s (P&G) call to increase transparency around media buying and viewability, but is hoping it will just be the “starting point” for radical change.
Last weekend, P&G’s chief brand officer Marc Pritchard called for the industry to increase transparency around media buying and viewability and criticised the “murky” supply chain.
“We have a media supply chain that is murky at best and fra