Disrupted Advertising – could Google's new transparency model disrupt the ad industry (again)?

Transparency in advertising could force the market towards performance only advertising – to Google’s benefit

CPM based online advertising, paid for by the numbers of people viewing the ad, has a dirty little secret. Many of the ads are either not seen or are clicked by robots – leading advertisers to pay for ad stock that doesn’t perform. RocketFuel – the ad platform people – stand accused of displaying more ads to robots than real people.
5 Factors of ViewabilityNow Google is starting to become interested in transparency in the online advertising business.
Of course, the more advertisers come to realise that CPM based advertising pricing is not quite as trustworthy as it appears to be, the more likely they are to adopt CPC performance based advertising. Ultimately the beneficiary is likely to be Google AdWords.