In a sign that its earlier threat to clean up its third-party relationships was not an idle one, the world's highest-spending advertiser Procter & Gamble is ending its longtime relationship with AudienceScience as it looks to partner with different ad tech firms around the globe.
Ad Age reports that P&G’s contract with AudienceScience is set to expire on June 30. After that date, it is unclear whether or not AudienceScience will continue to work with P&G in some capacity.
Tressie Rose, a P&G spokeswoman, told the title that the move is a result of the consumer goods giant wanting to customize for regional needs.
"There's a lot going on in this space," she said. "We decided it was time to add what's needed for local and regional flexibility.”
Ad Age said that the changes will not affect the relationships that P&G has with its existing agencies of record. P&G works with Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat in North America.
Marketers are using reviews and consultants to tackle what they see as a lazy, presumptive digital media supply chain, according to sources. Following his landmark IAB leadership summit address in January, P&G brand chief Marc Pritchard has spelt out that the CPG giant will only work with media owners who adhere to the MRC viewability standard, do not self-report and are TAG certified.
The move represents a further blow for adtech outfit AudienceScience which earlier this year confirmed that it is to cut a significant number from its head count, a common thread with many outfits over the past 12 months.