The polling is often done by randomly inserting Vizu polls into the page somewhere and hoping someone fills them out. Of course hardly anyone does - who can be bothered? Still, they&#x27;ve managed to establish themselves as a credible third-party verifier (not saying they actually are credible - I know sometimes people running the campaign will fill these out to show that the campaign is working)<p>Also, I&#x27;m not saying it&#x27;s all fraudulent and doesn&#x27;t work at all - of course if that were the case everyone would know. What I&#x27;m saying is that the brand is massively overpaying, because a large percentage of their delivery goes to fraudulent bot traffic. And it&#x27;s pretty much in everyone&#x27;s financial interest except the brand&#x27;s to turn a blind eye.<p>Also, it&#x27;s important to know how campaigns are actually delivered: firstly, Sales sells something wildly optimistic like delivering 1m impressions a day to 45-50 y&#x2F;o women in Florida. As time goes on and delivery can&#x27;t be met we loosen the targeting parameters in order to &quot;deliver in full&quot; even though this delivery is no longer to the customers specifications. We might tell them we&#x27;re doing that, or we might not and hope we get away with it. Then after the campaign we take whatever numbers we got and create a story out of it that makes us look good. If we&#x27;re working with an agency we give it to them and they presumably spin it some more before presenting it to the customer.