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“It’s not what you look at that matters; it’s what you see.” American author Henry David Thoreau could have been weighing in on the big debate about advertising viewability.

“Fake news”, according to Wikipedia, is “written and published with the intent to mislead in order to gain financially or politically, often with sensationalist, exaggerated or patently false headlines that grab attention.”

In a recent White Paper, programmatic demand-side platform provider, TubeMogul, referred to ‘the unstoppable shift to audience-based buying’ in the US television market, arguing that inefficiencies in the way TV advertising has traditionally been bought and sold, as well as advances in the way people receive their TV content, will lead inevitably to a time when more and more of it will be traded programmatically.

In Aesop’s Fable, the owners of a goose which laid a golden egg every day were so anxious to get rich that they killed the goose, thinking that inside there would lie a much richer seam of the metal. Of course there wasn’t, and gold production immediately ceased.

Nobody notices the oil in their car engines. Until it runs dry or gets dirty. Then the car will stop, often with considerable damage to the engine.