Marc Pritchard, Chief Brand Officer, P&G, announced from the IAB Annual Leadership Meeting stage on January 29, 2017, that P&G will accept only the MRC-validated viewability standard for media transacting. P&G expects all of its agencies, media suppliers, and platforms to adopt the standard in 2017. Pritchard also emphasized the importance of transparency in the media supply chain, eliminating fraud, and putting creativity first. He calls on the industry to follow suit.
Below is the full video of Marc Pritchard’s call to action to the industry.