Dive Brief: 

• At Wednesday's Ad Age Data Conference in New York, Kraft's director of data, content and media Julie Fleischer revealed that the brand rejects 75% to 85% of its real-time digital ad impressions. 
• The brand deems that the majority of impressions are fraudulent, unsafe, or non-viewable. 
• Fleischer said about the findings, "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."

Dive Insight: 

Like Fleischer pointed out, news like this from such a big brand is cause for concern for the industry. Digital ad impressions need to be valid for anyone to benefit besides the fraudsters. As more big brands start to take a stand on the issue, hopefully movement forward will increase.