If only 5% of the clicks were humans, you're paying 20X higher effective CPM

looking only at the clicks that arrived on the ecommerce site, only 5% was human. That means, whatever CPM they paid, however low that CPM was, they only got 5% of the value; conversely, they are paying a 20X higher EFFECTIVE CPM than they think they are paying, because there are so few humans in these programmatic buys.

so even if you paid much higher CPMs to place ads on real publishers with real human audiences that will STILL be more effective than this low cost crap purchased from programmatic channels.

the example below also shows we can CONFIRM 58% (declared bots) plus 23% bad bots -- a full 81% of the clicks they got were clearly bots.