Niall Hogan
Feb 6, 2017

Viewability, while crucial, is not enough

P&G's call to action on digital advertising signals needed changes on viewability and transparency. Niall Hogan of Integral Ad Science offers four more factors the industry should be focusing on.

This time last week, Procter Gamble's PG top marketer Marc Pritchard gave what some are hailing as the most important marketing speech in 20 years. In a call to arms, Pritchard revealed that he would be reviewing all agency contracts in 2017 in a bid to bring transparency to the murky at best, fraudulent at worst media supply chain.

Pritchard has put in place an action plan that PG believes will bring...

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