At the ANA Media Conference on Thursday, P&G's Marc Pritchard demanded digital media platforms improve on quality, civility, transparency, and privacy.
After tackling the issues of transparency, waste and fraud, P&G chief brand officer Marc Pritchard is turning his attention to the platforms.
He also said that P&G would only put ad dollars in places that can assure brand safety and which have third-party measurement, auditing, and accountability. "Our first round of media transparency efforts should be considered table stakes," he said."It's time to raise the bar and, for the 'New Media Supply Chain,' to deliver transparency through measurement across platforms."
"It's not acceptable to have brands showing up where opioids are being offered, where illegal drugs are promoted, where abhorrent behavior is present, or where violence is seen," Pritchard said. He didn't threaten to pull all P&G's spending from platforms that fall short of his demands, but said that P&G would put its ad dollars toward platforms that act more like publishers and broadcasters, with full control over content and comments.
P&G will favor platforms and media that"handle editorial comments in a way that promotes freedom of expression, but in a way that creates a balanced and constructive discourse," he said. Such platforms prevent anonymity from being used as a weapon, allow the dislike button to be a productive tool, and enable common sense moderation of comments, he said.
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