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'We were incensed - they're supposed to be an agent. Pritchard said, according to the transcript. 'Not long ago, we discovered one of our agencies was using media money as float,' Mr. But on Sunday he acknowledged that P&G encountered some unexpected findings as it dug into the matter. Pritchard has been relatively sanguine publicly about his own media agencies' transparency practices, despite a wild industry debate since former Mediacom CEO Jon Mandel nearly two years ago leveled blistering accusations of undisclosed incentives to media rebates. The IAB is 21 years old now, he noted, and digital collectively gets more money than TV. has anemic economic growth despite $200 billion in annual ad spending, including $72 billion on digital, Mr. Problems in what he called the 'media supply chain' may help explain why the U.S. вЂ¦There is tremendous power in the collective force of our industry.'

And he urged others in the industry to follow suit. P&G doesn't 'want to waste time and money on a crappy media supply chain,' he said.

'We've given them plenty of notice,' he said, according to transcript of his prepared remarks that was provided by P&G. Pritchard said the company has vowed to no longer pay for any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.

The heavily influential marketer's program includes a thorough review of all media-agency contracts after the company found a surprise in its dealings with at least one agency, plus requirements that everyone use industry-standard viewability metrics, fraud protection and third-party verification.ДЄnd to enforce all of those steps, Mr. Pritchard said, urging the rest of the ad industry to follow P&G's lead. 'The days of giving digital a pass are over,' Mr. Procter & Gamble Co., the nation's and world's biggest advertiser, is laying down the law for digital media players and agencies in a five-point program that will take effect this year as outlined by Chief Brand Officer Marc Pritchard on Sunday evening at the Interactive Advertising Bureau's Annual Leadership Meeting in Hollywood, Fla.

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