Also commented elsewhere: If I'm correct (and this might be different in other countries), in the Netherlands TV ratings aren't measured by the TV channels themselves, but they use a trusted third party (Stichting KijkOnderzoek) that has nothing to do with selling ads.

You could setup a non-profit for tracking views and maybe even clicks, that only uses this information for statistical analysis. Revenue can be shared based on these statistics. The fraud issue would also have to be tackled by this entity.