Trick Or Click! Why Are Advertisers Letting Themselves Get Tricked?

Trick or treat! Before I open the door to hear that perennial cry, I often wonder what's behind my door. Could it be a cute, innocent, costumed child hoping for a sweet return for his or her efforts? Or this time will it be a masked teenager with a malicious, hidden agenda -- just looking to get some loot? Oddly enough, this is what advertisers and agencies experience every day when they buy...