> brand awarenesss Exactly. Brand-awareness media buys tend to rely on third-party web traffic "experts" like Alexa, comScore, Hitwise, Quantcast, etc. These t

> brand awarenesss Exactly. Brand-awareness media buys tend to rely on third-party web traffic "experts" like Alexa, comScore, Hitwise, Quantcast, etc. These tools are incredibly simplistic and count the majority of fraudulent traffic as legit. When a site ranks highly across these experts, it is then used to increase the CPM a brand-advertiser ends up paying.