Trade Desk Responds to P&G’s Pritchard’s Call to Action, Takes Shot at Google

Seven months ago, Procter & Gamble Chief Brand Officer Marc Pritchard–arguably the world’s most influential marketer–pronounced that “the days of giving digital a pass are over. It’s time to grow up. It’s time for action,” during a talk at the Interactive Advertising Bureau’s Annual Leadership Summit in Florida.

Today, it appears Pritchard’s call to arms is coming to fruition.

The Trade Desk, which primarily provides software that acts as a one-stop shop for agencies to buy digital ads, and whose roster of clients includes P&G, announced Thursday that it has struck a “game-changing” deal with cyber-security outfit White Ops that, in theory, should effectively thwart bad actors from siphoning ad dollars from marketers for impressions never seen by humans.

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