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> In fact, they'd likely pay more because then they could reduce investment in detecting bots.

A lot more. Preventing bots from eating up your entire digital advertising budget takes a lot of time and money.

Making advertising more efficient would also open up opportunities for smaller players. Right now only the big guys have the chops to carpet-bomb the market regardless of bots. Noise benefits those who can afford to stand above it.

Pay per impression is a metric adexchanges use. So it is not in best interest of companies to remove bots. Bots create "economic activity" when such metrics are used.

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