#mediasnack

In this week's episode of #MediaSnack David and Tom discuss the #MediaChange rallying cry issued by P&G's Marc Pritchard on the IAB Annual Leadership Marketing conference.Change is coming to the digital ad market. That much can be assured in 2017 because Procter & Gamble has decreed that it will no longer put up with the ecosystem as it works today.CMO Marc Pritchard recently told the US IAB Media Leadership conference that he and his company were calling time on current practices. Anyone who wanted P&G money would have to make radical changes by the end of the year.Central to his critique of how the industry works was the need to deliver transparency, reform supply chains, adopt common standards on viewability and open up to third party metrics.He accepted that advertisers had to take some of the responsibility for the current situation – even P&G had accepted these compromises in the race for digital firsts – and most had demanded cheap media and lowered fees.The message was powerful not jus