It really doesn’t matter in practice. It’s all priced in. The actual cost of serving an ad is absolutely tiny, fractions of a penny. Fraud eats into margins, bu

It really doesn’t matter in practice. It’s all priced in. The actual cost of serving an ad is absolutely tiny, fractions of a penny. Fraud eats into margins, but really not by much. Advertisers are paying for performance and it’s fully expected that a tiny fraction of ads lead to the desired outcome, but that’s why ads are cheap on a per impression basis.