Procter & Gamble reported that it cut approximately $100 million to $140 million in digital advertising spend last quarter because of brand safety concerns and ineffective ads. The CPG company also cut agency and production money.
P&G said digital ad spending fell because of choices to “temporarily restrict spending in digital forums where our ads were not being placed according to our standards and specifications.”
For all of marketers’ moaning about the perennial problems of the online advertising ecosystem—bots, fraud, ad tech tax, viewability, measurement—spend on digital ads keeps going up and up. But Procter & Gamble is one advertiser that has been protesting those issues with its budget.
Lara O’ Reilly. P&G Cuts $100 Million of “Ineffective” Digital Ads. Wall Street Journal.
Jack Neff. P&G Slashes Digital Ads by $140M Over Brand Safety. Sales Rise Anyway. AdvertisingAge.
Lauren Johnson. Procter & Gamble Cuts Up to $140 Million in Digital Ad Spending Because of Brand Safety Concerns. Adweek.