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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

House passes $1.9 trillion COVID relief package

Photo: Screenshot via C-SPAN

The House approved President Biden's $1.9 trillion COVID relief package on a 219-212 vote early Saturday morning, sending it to the Senate for a possible rewrite before it gets to Biden's desk.

The big picture: The vote was a critical first step for the package, which includes $1,400 cash payments for many Americans, a national vaccination program, ramped-up COVID testing and contact tracing, state and local funding and money to help schools reopen.

9 hours ago - Health

Biden says it's "not the time to relax" after touring vaccination site

President Biden speaking after visiting a FEMA Covid-19 vaccination facility in Houston on Feb. 26. Photo: Mandel Ngan/AFP via Getty Images

President Biden said Friday that "it's not the time to relax" coronavirus mitigation efforts and warned that the number of cases and hospitalizations could rise again as new variants of the virus emerge.

Why it matters: Biden, who made the remarks after touring a vaccination site in Houston, echoed CDC director Rochelle Walensky, who said earlier on Friday that while the U.S. has seen a recent drop in cases and hospitalizations, "these declines follow the highest peak we have experienced in the pandemic."

Updated 10 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

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  2. Vaccine: FDA advisory panel endorses J&J COVID vaccine for emergency use — About 20% of U.S. adults have received first vaccine dose, White House says — New data reignites the debate over coronavirus vaccine strategy.
  3. Economy: What's really going on with the labor market.
  4. Local: All adult Minnesotans will likely be eligible for COVID-19 vaccine by summer — Another wealthy Florida community receives special access to COVID-19 vaccine.
  5. Sports: Poll weighs impact of athlete vaccination.