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June 6, 2014

Procter & Gamble to Spend 70% of Digital Ads Across RTB based display advertising

Statistic: Procter & Gamble's advertising spending in the United States from 2009 to 2012 (in billion U.S. dollars)  | Statista

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Procter and Gamble spent $235 million of its $3.2 billion in measured media last year on internet display advertising, according to WPP's Kantar Media, whose data don't include mobile and some social-media advertising. 

Adage reports that Procter & Gamble  is set to Buy 70% of Digital Ads Programmatically | Digital - Advertising Age: "Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, (  RTB : Real Time bidding ) P&G next year plans a similar shift of mobile-ad buying to programmatic buying -- auction-based systems where ads are bought and served across the web to a specific audience in real time."

That's an ambitious goal for the world's biggest media spender and sure to cause brand marketers that have resisted automated trading to reconsider. Until now P&G's use of programmatic buying has been mainly limited to relatively small tests.