.. well, unless all the hype around click fraud continues. seems like click fraud is akin to the perception of crime – a great story for the media so the amount folk worry about it is disproportionate to the degree to which it occurs.
but this article is more about who will continue bidding as the price of ppc continues to rise. kevin lee predicts it will be the sophisticates. that is those who go beyond just monitoring conversions – and actually use the data to tweak on-site factors and drive up return.