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" ... According to the Interactive Advertising Bureau, there are four types of digital ads: 1) CPM (cost per thousand) where advertisers pay for every thousand ad impressions, 2) CPC (cost per click) where advertisers pay only when they get a click, 3) CPL (cost per lead) pay for leads, adn 4) CPA (cost per acquisition) pay a flat bounty per completed acquisition or sale, or a percentage revenue share on the sale. The first 2 buckets, CPM and CPC, represent approximately 90% of all digital ad spending. That’s where the fraudsters focus their attention to get the most money; so that’s where we will focus our analysis. ... "