Publishers (people that sell adds) do not want tracking. They want to take inventory space, display an ad then charge you money per impression. They do not wan

Publishers (people that sell adds) do not want tracking. They want to take inventory space, display an ad then charge you money per impression. They do not want tracking,reports,clicks or any accountability. IMHO fraud is a large portion of publisher business. On the other hand, ad spenders (people who buy inventory) want cost per action. You click my ad, you signup, then you purchase something, then pay the publisher a cut. FANNG pretends cost per action does not exist. The current compromise between the two is cost per click. Removing tracking on the click would be a HUGE win for publishers (Google/FB). They could increase fraud and revenues. Ad spenders would be completely screwed spending money on fraud with no accountability.