Consumer brand, Kraft--one of Ad Age's 100 leading national advertisers--spent more than $35 million dollars on digital advertising in 2013. Recently, the brand has been extremely concerned with advertisement fraud and viewability. Kraft has rejected close to 85% of real-time ad impressions that are offered to them due to quality concern, leaving executives at the brand slightly worried. When Kraft puts in it's "pre-bid" tools, the company rejects anything that appears unsafe, doesn't meet the brand requirements, and is not viewable.
According to the company's director of data, content and media, "75% - 85% is either deemed to be fraudulent, unsafe or non-viewable or unknown." This statistic brings to light conversations about digital advertising "supply-chain" corruption, and raises industry-wide concerns. This analysis from Kraft was only recently highlighted, so time will tell what this really means for the brand and the consumer industry.
Kraft representatives say that if they do not know where that advertisement is going to end up, they will treat it as unsafe, and end up rejecting the vast majority of impressions out there. Does this drive up their costs? Because there is such a huge pool of inventory, Kraft has been able to achieve it's deliveries without having to pay more.
SOURCE:
http://adage.com/article/datadriven-marketing/kraft-rejects-75-85-impressions-due-quality-issues/295635/
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