Nope, much of it is branding. Some are focused on clicks, some are focused on viewability... it's sort of a turning point in the industry...
> No, and they are not focused on clicks either. The majority of the adspend* cares about impressions, viewability and lift. *display adspend
Most or not, it's still a significant amount. The clients you mention may be more concerned with impressions/viewability/lift, but they're still vulnerable to be gamed the same way as someone who cares about clicks. Viewability is already being manipulated by the same bots that generate fraudulent clicks. It's a great metric in theory, but take it with a grain of salt.
If anything, these companies (Moat, IAS, Oxford...) are the ones who should be most concerned about combating bots.