Ads are a way for getting information to your customers, to help them decide to pick your product or service. You pay someone to give your customers access to those ads. Access to information is a part of information governance.
But what if that access is illusory?
“Is Web-Ad Industry Cleaning Up Fraud?”, Wall Street Journal, April 7, 2015 B4. More than half of all online ad “impressions” didn’t actually show on the users’ screens, despite efforts by the publishers to fix this and related problems.
So, are you getting what you pay for? Why not set your rates based on how much people actually see?