Sara Fischer Jan 30, 2017
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Procter & Gamble prepares to shake up the ad industry

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.

Caitlin Owens 5 hours ago
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How Congress missed yet another chance for an immigration deal

Congressional leaders with President Trump
Congressional leaders with President Trump. Photo: Olivier Douliery - Pool / Getty Images

Here are the proposals Congressional leaders and the White House traded over the past week to give at least temporary protections to Dreamers as part of a giant spending bill. The sides ultimately couldn't come to agreement and the issue remains unresolved.

Why it matters: After all of the fighting over President Trump's decision to end DACA — including a government shutdown over it — the White House and Congress ended up with nothing. The issue is currently tied up in the courts. And though both sides agree it's better to give Dreamers more certainty over their future, they just can't agree how to do it.

Axios 6 hours ago
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John Dowd resigns as Trump's personal lawyer

Photo: Kevin Dietsch, Pool / Getty Images

President Trump's personal lawyer John Dowd has resigned as the head of the president's legal team for Special Counsel Robert Mueller's investigation, per the NYT. A White House official confirmed the report to Axios.

The backdrop: Dowd spent last weekend personally attacking Mueller — going so far as to encourage an end to his investigation. He later told Axios' Mike Allen that his statement was "nothing against Bob," adding, "On St. Patrick's Day, can't an old Marine make a prayer? No big deal." After the news broke of his resignation, Dowd told NBC's Kristin Welker, "I love the president and wish him very well."