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We're all wasting way too much time and money on a media supply chain with poor standards adoption, too many players grading their own homework, too many hidden touches, and too many holes to allow criminals to rip us off.

Marc Pritchard Chief Brand Officer, Procter & Gamble

Marc Pritchard, Chief Brand Officer at Procter & Gamble, discussing the need for better advertising enabled by media transparency at IAB’s Annual leadership meeting. During his talk, Marc explained P&G, the world’s largest advertiser, is constantly pushing themselves to raise the bar on creativity in a bid to develop advertising that’s a force for growth.

P&G views a transparent media supply chain as an enabler for better advertising. As chair of the Association of National Advertisers, Pritchard has called for a transparent media supply chain to enable marketers and agencies to free up the time and money to invest in a better future for advertising. Pritchard discussed the importance of cleaning up the advertising supply chain in order to create a better ecosystem for advertising.