You also can't really directly compare these simple metrics across sites as they don't get at customer lifetime value. With these simple metrics you run into problems where the average video view may be higher on site A, but the average spend for users is higher on site B, and simply following the metric will lead you to an ineffective campaign. Whose responsibility is it to effectively manage an advertising campaign?

While I agree that more oversight and transparency is welcome here, I think jumping out and calling it fraud is exactly the kind of reaction that makes me feel this is overblown.