After reducing programmatic exposure, P & G began advertising on other sites this summer

In July, when Procter & Gamble announced its quarterly results, the company said the reduction in advertising spending of $ 140 million had "no negative impact on the growth rate."

The company has drastically reduced the number of websites it has advertised between January and May 2017. In January, Marc Pritchard, P & G's Brand Manager, denounced the advertising industry digital for lack of transparency and polluted supply chain. continued to be a vocal advocate for better digital advertising experiences.

According to a new report from the MediaRadar advertising platform, P & G has released 20% fewer sites between January and August 2017, 1,251 websites, compared to 1,565 during the same period in 2016. Notably , P & G broadcast ads on only 59 percent of the same sites year after year. MediaRadar tracks advertising campaigns across multiple channels, including online, TV, mobile and print.

The decline in P & G's most important programmatic advertising from one year to the next occurred in April, when P & G reduced by nearly 70% the number of sites on which she was showing ads. By the end of March, many brands withdrew their advertising spend on YouTube and elsewhere after the broadcast of commercials alongside extremist video content. After freezing YouTube campaigns, P & G eventually returned to advertising on YouTube's favorite channels.

Signing that P & G has become more confident in the ecosystem, the company began to increase the number of sites it announced year-on-year in July, reports MediaRadar. The timing is interesting in that it coincides with the details of the earnings report, but this indicates that P & G has attracted the attention of the industry in the spring.

"P & G has increased transparency on its campaigns, resulting in a rebound," said Todd Krizelman, CEO and co-founder of MediaRadar. "They are the biggest advertiser in the US and one of the largest in the world.So they want more transparency, agencies, vendors and publishers will deliver it." For that reason, Media partners were forced to install more brand security measures in an effort to retain and win new P & G business. "

P & G is not alone, said Krizelman, adding that "brands require greater transparency from their partners and cut ties with those who do not meet their strict standards." Our data show that advertisers have become much more cautious with their campaigns, as many have reduced the number of sites they buy. "

The industry has responded with several initiatives aimed at cleaning up the supply chain and improving advertising experiences, but it is clear that brands are reassessing their approach to programmatic in a way that will have long-term effects.

About the author

As a Third Door Media paid media reporter, Ginny Marvin writes on paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She provides marketing research and demand generation consulting for e-commerce companies and can be found on Twitter under the pseudonym @ginnymarvin.