[mrweasel]

>This is mostly a problem for unsophisticated players

Aren't most customers of online ads unsophisticated users? The solution could of cause be to let a professional online ad company run your buying, but then you still don't know what they're doing with your money.

I believe that most of the people are running their online ad buys as if they where bus stops ads. That might be wrong to, but that's where the business needs to start.