Marc Pritchard bats for cross-platform data sharing
Pritchard, Chief Brand Officer of Procter & Gamble says that publishers and media partners who are willing to share data will receive ad monies from P&G
Just on the side-lines of CES taking place at Las Vegas Marc Pritchard, Chief Brand Officer of Procter & Gamble, has once again drawn attention to cross-platform measurement, according to media reports.
Pritchard has spent the past few years pressuring platforms, including Facebook and Google, to share more data regarding the ads running on their platforms, such as whether someone saw an ad and increasingly how many times a single person saw the marketer’s ads across multiple platforms. He has said that publishers and media partners who are willing to share data will receive ad monies from P&G.
Pritchard further added that the money P&G saves will be redirected back into marketing spends. “We’re more than willing to spend as much or more media than we are today. This is not about reducing spending. It’s about getting more effectiveness.”
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