A couple of weeks ago Procter and Gamble made a public admission. Their media planning approach was wrong; they had seen the error of their ways and were going to do something about it. This is both more and less sensational than it might appear. Less, as what Procter actually said was that their use of Facebook was not working. They had bought into the digital story of precision targeting and had discovered the hard way that for brands like theirs broad reach is generally a good thing. More, as presumably that principle presumably doesn’t apply only to money spent with FB. Procter, one of if not the smartest marketer out there, had it seems been mistaken in believing the precision targeting argument.