Unilever will stop spending on digital platforms that “breed division in society or fail to protect children,” Chief Marketing Officer Keith Weed plans to announce in a speech to the IAB Annual Leadership Meeting in Palm Desert, Calif., on Monday.
The move takes the industry’s brand-safety debate a step beyond trying to police what appears directly next to ads and toward a broader effort by a big marketer to reshape social media. It also represents a shift in tone for Weed, who in the past year largely has played the good cop to rival Procter & Gamble Chief Brand Officer Marc Pritchard’s bad cop on digital accountability issues.
Pritchard, little more than a year ago at the same IAB forum, threatened to cut off spending by the world’s biggest advertiser on digital platforms that didn’t ensure brand safety or provide accredited third-party audience verification. Citing industry progress, Pritchard says he largely hasn’t had to follow through on that threat, though P&G remains off of YouTube pending full satisfaction with brand-safety improvements there.
Source:: AdAge – Digital