Personal care giant Procter & Gamble has teamed up with the likes of Amazon and Alibaba in order to further address the issue of ‘ad overload’ within the industry. 

Looking at the complex problem of excess frequency, P&G has joined forces with the e-commerce giants in order to better target consumers and understand their behavior in order to deliver advertisements at the right time and in the right context.

Speaking at Dmexco last week, Procter and Gamble’s (P&G) chief brand officer Marc Pritchard followed up on his call earlier in the year to reduce its marketing spend, with the new collaborations expected to boost the company’s e-commerce business and cut waste by up to 20 percent, while also allowing a ROI on investment by up to four times as much, according to a report by The Drum. 

Pritchard said, “We’re able to use their unique consumer ID data and to [target] consumers precisely when they’re ready to buy.”

The information gained from these partnership will allow P&G to deliver adverts to consumers who are more likely to purchase, with the decision to collaborate following up previous moves by the giant to streamline its marketing moves.

Indeed, the company called for greater media transparency in Japan in order to achieve a better ROI following a decline in the country, an announcement which followed news in May that the company was to slash its marketing budget by $2billion over the next five years in a bid to yield greater results by increasing effectiveness.