Ad Age's Digital Conference has been running this week and one presentation in particular caught my eye. Lau Seng Lee from Tencent offered up seven key statistics on China's online revolution:

- Every day, 164,000 new Chinese come online for the first time;
- There are more Apple iOS and Android users in China than there are in the USA;
- China has over half a Billion online users currently.

What would you say if I told you that fully half of all the display ads you buy are never even seen by a website-user?

It's true. In case you're wondering, I don't mean that the user doesn't look at an ad that is in front of them. No. I mean that the ad is not even shown to them in the first place.

The good news is that there's something you can do about it but you need a new metric. The missing metric is visibility.

Are you a merchant or a network wanting to know just how much fraud is being targeted at your domain? Well now you can find out. Ben Edelman has been reporting on affiliate fraud for over eight years and has developed a number of automated tools that gather loads of data. Now he is making his database available for query-based search access