Dive Brief:
- According to sources close to the matter, Proctor & Gamble plans to increase programmatic buying to 70-75% of its U.S. digital media spend by the end of this year.
- As the world's largest media buyer — and a company with primarily retail products — the goal to be mostly programmatic is quite ambitious.
- P&G is also planning a shift to programmatic for mobile-ad buying.
Dive Insight:
A move by P&G to go mostly programmatic could remove doubt from any firms hesitant to jump in. With a giant like P&G — which is guaranteed to have a big, highly skilled team doing research on programmatic — the risk to throw so much into the format is huge. That the company would decide to go after it anyway will probably inspire others to trust the process a bit more.
