Re: Can anyone having the right knowledge tell us
Traditional advertising creates exposures to the message. It is assumed that such exposure will have some positive effect -- possibly intangible, such as increasing brand awareness -- even if it can't be measured.
Google's value proposition is that the effect of online advertising can be measured. A click-through is considered to be a tangible conversion, and so much more valuable than mere exposure. That these supposed value-increasing conversions are so easily faked is a problem to the industry.