Re: Can anyone having the right knowledge tell us
You analyse the performance per network and campaign. It's pretty obvious when clicks don't generate revenue. However, when you run at scale across countries it becomes trickier. The cross-over is when your staff cost to check becomes higher than the incremental efficiency gain. Nowhere near a perfect science.
Also, you need to consider the "display" value of an ad. I know we all hate ads, but the good ones, even banners, catch a fleeting moment of attention. Advertising was always thus.
You could say ITV is into the same "fraud" as Google. In the end you have no guarantees, just exposure of an uncertain value.