Having worked with all the players in this space I found that people often did &quot;top level&quot; sorts of computations like &quot;I spend $x and my web site traffic increased by Q%&quot; they don&#x27;t really think about how much of the $x was wasted or could have been invested more efficiently.<p>I also think it is one of the reasons that digital (aka Internet) advertising commands rates that are 1000x <i>lower</i> than other less easily scammed systems. I used to wonder how a full page ad in the Wall Street Journal could cost a quarter million dollars[1] with its under 1.5M subscribers, but a similar amount of advertising content on a blog with 10M daily unique visitors would be lucky to get $20,000.<p>So opportunity here, make online advertising more auditable.<p>[1] <a href="http:&#x2F;&#x2F;www.wsjmediakit.com&#x2F;files&#x2F;uploads&#x2F;201410&#x2F;PDF_NewspaperGlobalRates2015.pdf" rel="nofollow">http:&#x2F;&#x2F;www.wsjmediakit.com&#x2F;files&#x2F;uploads&#x2F;201410&#x2F;PDF_Newspape...</a>