Procter and Gamble has been at the forefront of calling out agencies and digital platforms for their lack of transparency -- contractual and financial in the case of the agencies, measurement-wise in the case of the major platforms. As part of putting their money where their mouth is, they threatened to withhold dollars from those media vendors (including Facebook and Google) who had not put their house in order by the end of 2017. Now it seems that P&G might have an even better reason not to spend money on the digital platforms -- they don't seem to work for them.
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