After over a decade in Online Advertising I wish I could say that you can create demand online, however you can’t. You can promote your products and get it out in front of your potential customers using Online Advertising but you can’t create demand. That is a distinction that is simple as a thesis but hard to get across. If someone is looking for your product or service, absolutely you should be easily found and that is where Online Advertising works well and thankfully in that scenario we find AD Fraud the least prevalent. However trying to create demand and drive traffic from customers not looking for what you are selling is a waste of your AD budget and we know is where we find the most AD Fraud.