Pepsi have been working with Mindshare to see how the process of digital advertising can be more efficient and cost effective. The challenge for buyers of digital adverts is only a small proportion of the money spent by advertisers reaches publishers. As there are numerous intermediaries taking a cut of the spending. Also, a considerable amount of the amount spent on digital adverts is fraudulent or inaccurate, as it includes activity from "bots". Pepsi in March this year ran a trail in Asia and saw that there was a 28% improvement ‘in terms of costs for viewable impressions, in running the...