That makes some sense. So if I understand the logic, loading the resource (perhaps executing some js) = verified impression. Its interesting because it seems

That makes some sense. So if I understand the logic, loading the resource (perhaps executing some js) = verified impression. Its interesting because it seems like you could come up with some sort of phone home to the original contents domain to validate the ad loaded as well. So it sounds like the real innovation here is going to be figuring out a way to validate impressions through the content sites. It doesn't seem much more difficult than going to the independent directly but can't say I have a super obvious solution in hand. With that said, I can think of at least a few ways it could be done and in fact might have some interesting incentive changes for that industry. Seems like a big opportunity.