TLDR: A remarkable contribution to the transparency debate from the USA. Kraft, already invested with more than USD 36 million in digital advertsising in 2013, rejects 75-85% of the ad impressions offered.
This means that 75-85% of the available inventory is blacklisted and is not even allowed for bidding processes or is removed from media plans. Media Director Judie Fleischer: "That 75% to 85% is either deemed to be fraudulent, unsafe or non-viewable or unknown.Think about what this means for us as an industry. When we're rejecting 75% to 85% of the impressions available, that's a problem."
