> Pay for ad time slots, not user impressions. Instead of selling by CPM, publishers should say "independent analyst X says we have traffic Y on an average Sund

> Pay for ad time slots, not user impressions. Instead of selling by CPM, publishers should say "independent analyst X says we have traffic Y on an average Sunday. You can buy placement for next Sunday for $Z." On top of the other objections, surely this would just move the fraud to another place, by incentivising people to create fraudulent traffic so as to drive up the perceived value of the time slot?