None of what he wrote applies to any of the large advertisers which comprise 95%+ of Google's ad revenue. I can see some of it applying to tiny inconsequential mom and pop advertisers.
Of course performance/direct-action advertisers would not bid per impression if they wanted clicks or conversions (they would bid for clicks or conversions), and if they were a brand advertiser they would pay for views and monitor brand awareness metrics (https://support.google.com/adwords/answer/3499086?hl=en). And they would also monitor their placement reports and filter out low quality sites if they wanted. And YouTube is growing rapidly and that is not ignorable.
Also, Google search ads still account for most of Google's ad revenues.
IMO this is a very sensationalist article which greatly exaggerates advertiser ignorance and platform mischief.
Of course performance/direct-action advertisers would not bid per impression if they wanted clicks or conversions (they would bid for clicks or conversions), and if they were a brand advertiser they would pay for views and monitor brand awareness metrics (https://support.google.com/adwords/answer/3499086?hl=en). And they would also monitor their placement reports and filter out low quality sites if they wanted. And YouTube is growing rapidly and that is not ignorable.
Also, Google search ads still account for most of Google's ad revenues.
IMO this is a very sensationalist article which greatly exaggerates advertiser ignorance and platform mischief.