gregbo - 9:23 pm on Jun 22, 2006 (gmt 0)

only high quality content websites may be capable of denying ppa ads and convince advertising prospects to play by the old rules.

Why would a publisher deny PPA ads, just because they're PPA ads? There is no good reason to do such a thing. OTOH, there is every reason to deny PPA ads of merchants who are in breach of contracts (ie. don't pay commissions). Furthermore, it is in a merchant's best interest to pay commissions, lest they risk being branded as a business risk.

I'm not saying that this eliminates PPA fraud. However, I think it is much of an improvement over PPC or CPM. There are more incentives to play by the rules, and less ways to break the rules.