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Procter & Gamble, which spends roughly $10 billion in advertising annually, will no longer work with digital publishing partners unless they meet four standards, their Chief Brand Officer announced Sunday at the Interactive Advertising Bureau's Annual Leadership Meeting

  • Ads have to be viewed by a human, not just loaded on a page: P&G will only work with partners that adhere to certain standards around how much of an ad is actually viewed on a page when it loads, called viewability. The Media Rating Council says this standard is that display advertising units must load at least 50% of the way, 70% of the time.
  • Ads have to be measured by a legitimate vendor: P&G will only work with media verification vendors partners that are accredited. Media verification is a process that determines the appropriate execution of Internet advertising campaigns. This exists for television, but is much more complicated for digital.
  • Ad campaign contracts can't be sketchy: P&G will not work with companies that use questionable media contracts to establish digital partnerships. Questionable contracts could include hidden out-clauses, or non-transparent language around payment deadlines, for example.
  • Ad fraud is a deal-breaker: P&G will work with and only buy media from those agencies and publishers that comply with Interactive Advertising Bureau ad fraud standards. "We don't want to waste time and money on a crappy media supply chain," said Mark Pritchard, CBO, P&G

Why it matters: As the largest advertiser in the world, P&G sets the standard for other large-scale advertisers to follow. The four issues highlighted by P&G are hotly-contested topics that are regulated by advertising coalitions, but have been traditionally hard to enforce. By taking an active stand against agencies and publishers that do not comply with industry standards, P&G is also forcing the market to comply with certain rules in order to win their business.

Go deeper

Updated 2 hours ago - Politics & Policy

Omicron dashboard

Illustration: Shoshana Gordon/Axios

  1. Health: CDC director says number of U.S. Omicron cases "likely to rise" — Two years of COVID-19 — Prior coronavirus infections may not protect well against Omicron.
  2. Vaccines: Data demonstrates most-vaccinated counties less vulnerable to worst of COVID — Omicron adds urgency to vaccinating world — Omicron fuels the case for COVID boosters.
  3. Politics: Nevada to impose insurance surcharge on unvaccinated state workers — New Jersey GOP lawmakers defy statehouse COVID policy — Oklahoma sues Biden administration over Pentagon vaccine mandate.
  4. World: Vaccine mandates lose steam in the U.S. while Europe doubles downWHO: Delta health measures help fight Omicron — COVID cases surge in South Africa in sign Omicron wave is coming.
  5. Variant tracker: Where different strains are spreading.

Vulnerable Democrats: Less Trump talk

Illustration: Aïda Amer/Axios

Vulnerable House Democrats are convinced they need to talk less about the man who helped them get elected: President Trump.

Why it matters: Democrats are privately concerned nationalizing the 2022 mid-terms with emotionally-charged issues — from Critical Race Theory to Donald Trump's role in the Jan. 6 insurrection — will hamstring their ability to sell the local benefits of President Biden's Build Back Better agenda.

Updated 4 hours ago - Politics & Policy

Bipartisan tributes flood in for "giant of the Senate" Bob Dole

Then-Vice President Joe Biden and former Sen. Bob Dole at an event put on by the World Food Program at which he was awarded the first “McGovern-Dole Leadership Award” in December 2013. Photo: Douglas Graham/CQ Roll Call

Republican and Democratic politicians, including former Senate colleagues, are sharing condolences and memories commemorating the life of Bob Dole, who passed away at 98 on Sunday morning.

The big picture: Dole, the Republican presidential nominee in 1996, was the longest-serving Republican leader in the Senate until 2018, when current Senate Minority Leader Mitch McConnell surpassed his record.