Unilever’s Chief Marketing and Communications Officer, Keith Weed has spoken out about the ‘three V’s’ (value, viewability and verification) in relation to the accountability of digital platforms, claiming that while he still thinks there’s a lot of work to be done, Unilever won’t be following the lead of other FMCG majors and issuing public ultimatums to the likes of Google, YouTube and Facebook, according to a report published by Business Insider.

Weed’s comments no doubt refer to Chief Marketing Officer at P&G, Marc Pritchard’s speech earlier this year, in which he called for digital platforms to be more open, and allow accredited third-party verification.

“The best way to do negotiations with any supplier is one on one and in private, so you won’t find us coming out and making public statements,” Weed told journalists in London last week.

“I’m not taking a stance against YouTube or any other platform, I’m taking a stance about what I’m willing to pay for. This is my criteria, if you don’t match that criteria, at the end of the day, it’s Unilever dollars. If you don’t match that criteria, that’s fair enough. But our dollars will follow where that criteria exists,” Weed told Business Insider.