Procter & Gamble calls for tests that do away with TV audience guarantees: Marc Pritchard in ANA speech and interview compares current upfront to toilet paper hoarding, seeks 'synchronized' trading and lauds retail media.

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      Procter & Gamble calls for tests that do away with TV audience guarantees: Marc Pritchard in ANA speech and interview compares current upfront to toilet paper hoarding, seeks "synchronized" trading and lauds retail media And Pritchard pointed to the P&G BeautySphere unveiled at CES, which is an "immersive metaverse" where people can learn about P&G beauty products by, for example, taking a virtual tour of the Kew Royal Botanical Gardens in London. Procter & Gamble Co. is calling on TV networks to join experiments to eliminate the current system of buying based on audience guarantees in favor of more real-time matching of ad supply with viewing demand. [Extracted from the article]