Hasta La Creative!

Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, according to people briefed on the company’s plans. 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.

These people said 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.

The move follows a goal recently announced by American Express in an advertising-technology request for proposals to shift 100% of digital buys to programmatic (later called a “theoretical strategic thought” by AmEx VP-U.S. Media Jill Toscano).

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