Marketing Dive: P&G’s Pritchard Shares Playbook for Managing Ongoing Disruption
The research team at Captify have gathered useful content from our clients and partners that can help brands get powered up with all things cookieless. This spotlight is from our friends at Marketing Dive.
In this article, P&G’s Chief Brand Officer, Marc Pritchard shares his thoughts on dealing with volatility, ‘constructive disruption’ and the importance of acquiring first-party data.
P&G’s focus for a cookieless world:
- The acquisition of first-party data is a top priority for P&G, allowing for more precise audience targeting compared to traditional demographics-based targeting
- Consumers have more control by ensuring the data they choose to share is used in ways that they prefer
- For advertisers, it’s not who spends the most; it’s who reaches the most audiences efficiently, effectively and with experiences consumers prefer
