Procter’s programmatic gamble

Advertising Age reported yesterday afternoon that Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, citing “people briefed on the company’s plans.”

Doing so would be significant on multiple fronts. For one, P&G is a brand advertiser, not a direct-response advertiser. Programmatic has been commonly associated with direct-response advertising, sometimes with a negative connotation. Such a significant investment on P&G’s part could transform that perception.

The other significant angle here is that this move could have a significant impact on how P&G uses its media agency — Publicis’ Starcom MediaVest Group — because P&G does its programmatic buying in-house.

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