Advertising Age published another story featuring Kraft Director of Data, Content and Media Julie Fleischer stating the painfully obvious without actually realizing it. Last month, Fleischer revealed Kraft content gets four times better ROI than advertising. No shit, Sherlock. Now she declared Kraft rejects up to 85 percent of digital advertising impressions because of quality concerns. Um, the rejection percentage sounds a little low. But it shouldn’t have anything to do with being “fraudulent, unsafe or non-viewable or unknown,” as Fleischer insisted. Rather, the overwhelming majority of digital advertising goes unnoticed. Digital advertising—especially as practiced and executed by advertisers like Kraft—shouldn’t even appear on the World Wide Web. People go online seeking content, information, entertainment and porn; hence, banner ads for, say, Kraft® Macaroni & Cheese become background annoyances that people completely disregard—unless there is a blatant offer involving a recipe or money-saving coupon. Or porn. Similar to typical Kraft banner ads, Fleischer’s declarations on digital advertising deserve to be ignored.
Kraft Says It Rejects 75% to 85% of Digital Ad Impressions Due to Quality Concerns
Big Spending Advertiser Wants No Part of Fraud
By Alex Kantrowitz
Concerns over ad fraud, viewability and overall inventory murkiness are causing Kraft to reject up to 85% of all impressions offered via real-time ad marketplaces, Kraft’s Julie Fleischer said today at the Ad Age Data Conference in New York.
The massive number reveals that talk of digital advertising supply-chain corruption is indeed leading to action among top brands. Kraft, one of Ad Age’s 100 leading national advertisers, spent $35.9 million on digital advertising in 2013, according to Ad Age Datacenter.
“That 75% to 85% is either deemed to be fraudulent, unsafe or non-viewable or unknown,” Ms. Fleischer, the company’s director of data, content and media, said, referring to the rejected impressions. “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.”
Kraft’s stance is quite different from the one Association of National Advertisers President-CEO Bob Liodice recently described encountering when he first brought up the issue of fraud to the ANA board two years ago. Back then, he recently said, “there was, I’d say less of an urgency to move this forward.”
Ms. Fleischer said Kraft only dug into this analysis last month, and called the number “remarkable” in [this video interview]. She also discussed whether the rejection of so much inventory leads to higher prices.