I think we can all agree that eliminating impression fraud from our industry is absolutely where we need to go for longterm viability. However, if you are a savvy programatic media buyer today, you may not want the fraud to get cleaned up. If it does, that instantly means more competition for you.

Prices are expected to increase in the display marketplace 20% by 2018 as a direct result of this quality supply constraint.

Today's highest performing programmatic buyers know how to sift through the garbage impressions and pick out the gems. They have toiled away at creating custom curated audience segments. They have at least one viewability vendor of choice helping them on the prebid front. They are constantly filtering out sites/sellers that are cookie bombing campaigns. And they are driving true performance with a nominal increase in average CPMs and CPAs.

That is all because the "dumb money" is distracted.

Less sophisticated buyers are out buying up all they can eat of the magically cheap [garbage] inventory.