Three measurement layers instead of one score
Fou separates three layers: in-ad tags assess measurable ad delivery and quality; ClickTrackers provide campaign and traffic visibility where third-party impression tags are not allowed; on-site tags assess what visitors do after arriving from paid media.
Walled gardens change the observation layer
In social, video and search environments, independent JavaScript impression measurement is often restricted. Governance should not pretend that this gap does not exist; it should document what is directly observed and what must be assessed indirectly.
Quality also needs positive evidence
Fou argues that reducing problematic signals is only the first step. Once obvious fraud and bot patterns are reduced, advertisers should increasingly ask which sources actually show evidence consistent with real human activity.
Attentiveness as a relative optimization signal
On-site actions such as scrolling, mouse movement, touch or further interaction can help compare paid sources. This is not a universal proof of advertising effectiveness; it becomes useful when traffic quality and measurement coverage are already understood.
Governance ends in decisions
Measurement becomes governance when evidence is translated into budget shifts, publisher or supply-path review, inclusion or exclusion, further measurement and escalation rules.
This article describes principles and questions. Specific fraud, bot or quality rates cannot be transferred directly to individual campaigns without understanding methodology, scope and data basis.