Megan Graham wrote an article on MSN titled P&G brand chief says online ‘walled gardens’ are here to stay, so it’s using its own data to track consumers.
« The company needs its own way to go after consumers because Amazon, Facebook and Google are “walled gardens” that don’t give a full picture of how their ads are performing. »
« “The walled gardens are probably going to remain walled, so we’re taking matters into our own hands,” said Pritchard, whose company spent $6.75 billion on advertising in 2019. P&G now has more than 1.5 billion consumer IDs, a number that’s “rapidly increasing,” he said. »
« In an interview following his presentation, Pritchard said the company’s database holds a combination of device data that can be matched to consumer IDs that are anonymous or pseudonymous. P&G also has personal data that consumers have agreed to share in places like Olay’s “Skin Advisor” app, which prompts users to take a selfie and provide personalized skincare routines. He said the company clearly asks for permission to ensure compliance with privacy laws. »
« “When we have data, it just gives us more options,” Pritchard said. “We can identify other places where we can reach people. If we can work with an existing company, any company, whether it be walled garden or not, and get some good precision and get some good reach and cap frequency and all that, then we go for that.” »
« Pritchard said that P&G’s database allows it to pursue programmatic media buying to target the right consumers without “annoying ad frequency.” That kind of data could also help with TV advertising, he said. Tide found it was reaching the same U.S. household as many as 22 times a month, so P&G started placing ads for the laundry detergent with greater precision. »
« The company has also asked media providers to do a better job with content moderation to cut out hateful and toxic speech and for better transparency across media platforms “to stop excess ad frequency that only serves to annoy consumers and wastes all of our money.”
The next step, he told CNBC, is more transparency between sites like Google, Facebook and Amazon so marketers know when they’re reaching the same person on different platforms. »