Branded campaigns for example have no such easy way to measure conversions - and since multiple advertisers at the same time get hit by a fraud operation at dif

Branded campaigns for example have no such easy way to measure conversions - and since multiple advertisers at the same time get hit by a fraud operation at different rates, the loss is not evenly distributed, not easy to track, etc. Add to that the fact that a lot of companies only care if the ROI is positive, no matter the cost, with the middlemen making money both on bot generated and human generated impressions, and you've got a whole messy business on your hands. Source: our company just won 500k in investment at Slush to battle this specific problem.