Digital Content Next, a publisher trade association that counts Bloomberg, the New York Times and Refinery29 as members, has sent a letter to P&G’s chief brand officer Marc Pritchard to tell him that its band of premium publishers can help the consumer goods company combat the many issues that have plagued the digital advertising industry in recent years.
The letter comes just weeks after Pritchard outlined his plans to fight ad fraud, review media agency contracts, adopt industry-wide viewability metrics and call for third-party verification, all of which are part of P&G’s broader strategy to regulate a decidedly messy digital landscape that has ultimately hurt advertisers.
In the letter, CEO of Digital Content Next Jason Kint stated that the association’s more than 80 premium publisher brands are “committed to building trustworthy experiences and marketing transactions for consumers and advertisers.”
“We have heard your calls for human, viewable, third-party accredited inventory. We have heard your calls for brand safety. We want to assure you that our trusted, market-leading brands will continue to engage in meaningful ways to promote and protect your trusted brand,” he said.
Kint also stated that Digital Content Next welcomes the opportunity “to collaborate on research, best practices and industry efforts to improve our ecosystem and ensure that our collective brands can prosper.”