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Most digital ad impressions are junk says Kraft

Up to 85 per cent of digital ad impressions are are fraudulent or, at best, unprovable according to Julie Fleischer, Kraft’s director of data, content and media, speaking at Ad Age’s recent Data Conference.

Julie isn’t too worried as there are so many of the damn things that even 15 per cent counts for a hell of a lot of people. But it makes you wonder what, exactly, many companies are buying from the peddlers of programmatic buying (all the main agency networks, among numerous others).

As my friend George Parker of Adscam fame sagely observes, paraphrasing George Orwell: “Digital advertising is the rattling of a stick inside a swill pail.” Caveat emptor indeed.

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digital ads fraud Julie Fleischer Kraft programmatic buying

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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