Unilever and Click Fraud

In Mediapost: 
" ... It's one thing for researchers and journalists to band around click-fraud statistics, and quite another for Unilever's CMO to come out with the startling statement that he believes that nearly one-third -- or 29% -- of traffic to the average site comes from bots. That doesn't mean that nearly a third is fake, because some of that could well be "spiders" searching the Web for meaningful content, but it does mean that a substantial proportion is. And it most certainly does mean that 29% of Web traffic should not have advertising served to it, or at least, an advertiser shouldn't pick up the tab for delivering their message to a bot.   ... "