Procter & Gamble (P&G) last week became one of the first advertisers to admit to a significant reduction in digital ad spend in the wake of the brand safety scandal. On a results call, the FMCG giant’s CFO Jon Moeller said it had cut between $100m and $140m from its digital ad budget last quarter because of brand safety concerns and “ineffective” ads. In a statement, P&G said the move was temporary as the brand looked to ensure its ads were not being placed in digital forums that did not meet its standards and specifications.
