As someone currently working on fighting advertising fraud, the article premise is wrong. Specifically, there is a significant amount of wasted money that curr

As someone currently working on fighting advertising fraud, the article premise is wrong. Specifically, there is a significant amount of wasted money that currently goes to fraudsters (usually through RTB exchanges). If we are able to eliminate all of them, then that wasted money will be left to split amongst the legitimate players, which is good for everyone. So yes, CPMs will go up, but the value of each impression will go up even more.