Yeah, and the world would be better off without that, but it's incredibly hard to detect.
My point however, is that it is already factored into the price. When a TV station says this show has 10 million viewers, the advertisers understand that it's actually only 5 million who are going to be watching their ad, because of channel flipping, fast-forwarding, cups of tea, etc. It is already an understood factor in the pricing. Whereas online, they don't appear to want to make the same concession towards bots/iframes and so on.
You could argue, particularly for free-to-air TV channels, that anyone not watching the ads is breaking the "social contract" and defrauding the station. That's the exact same argument that Wired makes when they block adblocking readers.
There's always a percentage of your ad buy that will go completely unseen offline. It's no different online.
My point however, is that it is already factored into the price. When a TV station says this show has 10 million viewers, the advertisers understand that it's actually only 5 million who are going to be watching their ad, because of channel flipping, fast-forwarding, cups of tea, etc. It is already an understood factor in the pricing. Whereas online, they don't appear to want to make the same concession towards bots/iframes and so on.
You could argue, particularly for free-to-air TV channels, that anyone not watching the ads is breaking the "social contract" and defrauding the station. That's the exact same argument that Wired makes when they block adblocking readers.
There's always a percentage of your ad buy that will go completely unseen offline. It's no different online.