Ad Age reports that programmatic digital media buying has delivered positive ROI and efficiencies for Procter & Gamble but measurement and market obstacles are inhibiting expansion,
according to an agency executive who has worked with the giant marketer. Speaking last week on a panel at the American Advertising Federation's D2 Digital Dialogue conference in Cincinnati, Scott
Franzer, who identified himself as associate director with Omnicom Media Group, said P&G is seeing "three to five times greater ROI through programmatic buying than we are through traditional
environments." Franzer used to work on P&G 's programmatic efforts at Starcom Mediavest Group, which lost most of its P&G North America business to OMG and Carat after a review last
year.
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