PROCTER & GAMBLE IS A 'GENIUS'

Procter & Gamble Co. was one of the first big marketers to jump into automated digital media buying, developing its own proprietary system eight years ago, well before "programmatic" became an industry buzzword. Now P&G is moving away from programmatic and plowing more money into e-commerce platforms run by the likes of Amazon and Walmart, according to a report from consultancy L2.

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On Feb 15, 2018

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P&G is moving more media buying in-house via automated platforms, but intends to focus more on private marketplaces and higher-quality inventory. P&G Chief Brand Officer Marc Pritchard has acknowledged that using programmatic to buy display ads on "long tail" website inventory at rock-bottom prices has largely failed.

We got what we paid for

Marc Pritchard

P&G is basing more digital buying around e-commerce data supplied by Amazon and others.

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On Nov 18, 2021