This is exactly why so much suspect ad inventory continues to be sold online. Back in the old days an advertiser could watch TV and say definitively if their ad

This is exactly why so much suspect ad inventory continues to be sold online. Back in the old days an advertiser could watch TV and say definitively if their ad played in the purchased slot or not. The larger problem here is, depending on what is being optimized for - such as CPM, a big advertiser can begin to allocate an increasing chunk of their ad spend towards the worst performing inventory. I've noticed even Google has more and more very questionable ad products being sold, complete with nearly useless "conversions" being mixed together with real on-site conversions. For all the heat Snapchat got in their IPO story, the sponsored face/AR filters are the best thing I've seen for brand advertising online in a really long time.