It's amazing how much compute time - both hardware and humans - is dedicated to figuring out how to show which ads to people.. and it turns out that many of the "views" aren't even people.
there is no incentive to figure out the solution to this problem. The largest players in this space (Google, Facebook) require advertisers to spend money to make money.
If the big players were to solve the ad fraud problem, beyond a superficial level, it would hurt their bottom line —- which hurts stock price, which is tied to compensation for their employees.
Ad fraud is usually a niche conversation that doesn’t get much traction (esp as most publications are reliant on ads), but the twitter / musk lawsuit is helping more people pay attention.
