I don't know. Consider television advertisements. A 90% fraud rate (false, fraudulent, invented impressions) versus a 0% fraud rate baked into impression numb

I don't know. Consider television advertisements. A 90% fraud rate (false, fraudulent, invented impressions) versus a 0% fraud rate baked into impression numbers reported to advertisers surely would affect how much sales movement they have to show, doesn't it? I mean sure, as the other comment pointed out cpc prices must in some sense rationally reflect the fraud amount. But nobody is perfect, no market is perfectly rational and efficient, and at the end of the day the quality of advertisement that next to no real person sees must be different from one where every impression paid for gets seen by a real person... (including you and me.) It would be a strange world otherwise.