Yes, this would impose costs on Google and decrease their conversion rate of new advertisers. I agree they wouldn't want to voluntarily do it--but I was respon

Yes, this would impose costs on Google and decrease their conversion rate of new advertisers. I agree they wouldn't want to voluntarily do it--but I was responding to the perceived impossibility of it. Another option: deal with it by franchising--small potatoes customers would go through a middleman. The middleman would charge a markup, and be the one whose reputation or money was on the line, and so have incentives to prevent fraud. Google does something similar for AdX relationships currently--big publishers can go direct, midsize publishers go through a third party middleman. Again, I'm just spitballing ideas here. If Google wanted to be a better steward, I believe they could be. I'm not even saying they're obligated to do this, I'm just saying I believe they could try harder to vet advertisers.