Procter and Gamble to continue reducing digital advertisement waste

P&G's digital spending in 2017 constituted a third of its global advertising budget of $7.1 billion

The world’s largest consumer goods company, Procter & Gamble (P&G), is keen to eliminate advertising waste, especially in the digital domain, as it pushes for greater transparency in media relationships.
 
After vice-chairman and chief financial officer Jon Moeller, P&G’s chief brand officer Marc Pritchard has now emphasised the need to reduce wasteful advertising on digital platforms that do not reach intended audience.
 
“Transparency shined a spotlight on reality and we learnt valuable lessons, which are driving profound change,” Pritchard said.
 
The use of data and analytics had allowed the firm to reduce digital ad spends by $200