P&G’s speech on the ‘murky’ media supply system: Agencies react

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 fraudulent at worst. We need to clean it up, and invest the time and money we save into better advertising to drive growth,” he explained.
In order to do that, P&G will adopt the Media Ratings Council (MRC)-validated viewabil