I'm going through the PWC Australian Entertainment and Media Report Outlook 2008-2012 to summarise for work.
I noticed an interesting point in their 'outlook in brief'
Performance or activity based remuneration of website operators by advertisers has taken hold as marketers seek genuine engagement with audiences on the Internet. This has significant implications for advertising supported web businesses which have been traditionally compensated on page impressions or clicks.
Reading between the lines I think they are mistaking performance based advertising as genuine engagement.