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But what if the user would "read" the spam?

Of course "fake behavior" could be dected if you have known real behaviour to compare it to.That also means that it is possible to simulate "real behavior" given the relevant data.

Whis is a win-win situtation, ad networks get to fight fake traffic, fake traffic becomes indistiguishable from real human trafic.

Maybe it is easier to come out with a list of:

a. "things that would mean the project failed."

in contrast to:

b. "things that could lead the project to fail."

For "a" one could list. There is no money left. The team desintegrates. Etc...

And finally ask yourself, what could I do now so that, if we arrive to any of the listed sutations the damage is reduced.

Take this comment with a grain of salt. As every other comment on the internet.