Marc S. Pritchard, the chief brand officer of Procter & Gamble, has become the face of marketers’ frustrations with digital advertising this year. His message to the industry: Grow up.
With the clout that comes with overseeing marketing for one of the world’s largest advertisers — one that includes household brands like Gillette, Tide and Crest — Mr. Pritchard has taken the stage at several industry events since January to demand more transparency and simplicity from the ad agencies and technology companies in regard to how online ad views are measured, how many people see them and with what kind of content they are appearing. Those Mr. Pritchard has criticized include the web giants Facebook and Google, which brands depend on to reach people online.
He reiterated his calls last week at a conference held by the American Association of Advertising Agencies, a trade group known as the 4A’s, criticizing the thousands of low-quality ads that bombard people every day online. With agencies in particular, he called for fewer specialty shops focused on areas like search and video and for them to be more forthcoming with details on their business practices with contracts.