[klvino]

There was a second flaw in the premise between print publishers and websites. Some print publishers inflate circulation numbers when attempting to sell ad space in an attempt to make the ad space appear more valuable.

Similar double-selling of television ads take place as well. A network ad may run in the network feed and will appear in the network affidavit logs as having run. Local affiliates supercede network feeds all the time and in some of those cases they do so during a network ad pod and run station-sold ads. Consumer sees only one of the TV ads but both get reported as run.

Fraud in advertising isn't something new or isolated to the online medium.