VERY rarely does any speech at a conference shake the tech, marketing and media worlds simultaneously. But two weeks ago, the chief marketing officer of the world’s largest global advertiser did exactly that.

US-based Procter & Gamble Co (P&G) chief brand officer Marc Pritchard last week urged all fellow marketers to get tougher on transparency and “stop giving digital media a pass”. He announced landmark changes in the way P&G would address agencies, contracts, measurements, fraud and even Google and Facebook in 2017.

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