On May 6, Advertising Age reported Procter & Gamble would lengthen the time the advertiser pays its advertising agencies to 75 days. Now the trade publication says Mondelez will extend its payment terms to 120 days. Of course, advertising agency executives are crying foul, whining that the monetary mandates are unfair and even unethical. As if fairness and ethics are embedded in the DNA of a typical adperson. Most BDAs draw out payments to freelancers and vendors too—and the shops will likely stretch things out further in response to the new processes from P&G and Mondelez. Besides, 120 days is less than the blink of an eye compared to how Madison Avenue has taken its sweet time delivering on diversity.