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P&G Returns To The Long Tail


AdExchanger– Procter & Gamble has slowly increased the number of sites on which it runs programmatic ads since reporting in July it had reduced digital advertising by more than $100 million. Motivated in part by brand safety concerns, P&G cut the number of sites it runs on by 70% year over year, according to data from MediaRadar. But now the world’s largest advertiser is increasing the scope of its programmatic buys, and is running on only 20% fewer sites than it did last year. “P&G has gained more transparency over its campaigns, which has resulted in a bounceback,” says Todd Krizelman, CEO of MediaRadar.

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