But it&#x27;s not the publishers process or business model that is causing the problem - it&#x27;s the process of filling ad space that is broken. Sure, you could pick one ad network and micro monitor it, but you wouldn&#x27;t make enough money to sustain quality content. CPM optimization is a requirement of the field if you&#x27;d like to profit enough to sustain quality journalism and not be the next you-wont-guess-the-top-10-craziest-things site.<p>Yes, I think publishers have a responsibility to monitor their ads and keep their users safe. But I still don&#x27;t think it&#x27;s a black and white ethics situation. The exchanges and other ad providers need to fix their business model and not depend on publishers to filter the malware ads they&#x27;re sneaking onto their page.