‘We’re in the middle of a reckoning’: At digital media gathering, new reality sets in
A year ago at the IAB Annual Leadership Meeting, Procter & Gamble marketing head Marc Pritchard shook his fist at digital platforms and digital players that wouldn’t adopt uniform measurement standards. It was, at the time, a rare public rebuke for a duopoly-dominated digital media order.
A year later, in the California desert, the criticisms Pritchard leveled are now almost old hat. Digital media and marketing execs have entered the acceptance phase of duopoly control. Pritchard himself has said he’s seen enough progress on issues he raised to keep digital ad spending mostly the same.