Going one further, when I was in the agency world there was a major publisher whose goals were buying traffic for $.01. they did not care about quality. When I

Going one further, when I was in the agency world there was a major publisher whose goals were buying traffic for $.01. they did not care about quality. When I found out about this and pressed the agency team, I learned it was because they were arbitraging it into inflated reach for justifying their CPMs and then selling the garbage traffic. This stuff is pretty pervasive and the reason why savvy media buyers bill off their own IAP certified numbers with some quality/viewability vendor in place.